What is a brand?
Consider a new product that a company has just introduced: although the product has a name, trademark logo and unique packaging, the brand does not yet truly exist—names, logos and design are not a brand, since the product does not yet have a history.
Now consider companies such as Apple, Nike and Coca-Cola: a majority of us have had experiences related to their products, and memories that include what they sell. Over time, through advertising, website interaction and conversation, a brand is formed.
A brand emerges when a company interacts and builds a relationship with the customer. This excitement builds up, people begin to remember the brand, and it soon becomes a reference for them in their daily life. Apple is the best example—managers envy the extraordinary bond the iPod has developed with its customers.
Emotional branding focuses on how the brand’s essence is communicated—emotions sell.
Marketers like to think of brands as a psychological phenomenon that stem from the perception of individual consumers, but what makes a brand is the collective nature of these perceptions. We believe that future brands will be owned by the consumers. Click here to read about us.
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