Topic 2 What is a brand?

The root of the word is related to the act of burning (“brandr“, old Nordic word) symbols to mark and identified ownership of domestic animals.

Specialists, marketers, designers, and other professionals give different definitions to it:

▪A brand is “a person’s perception of a product, service, experience or organisation; a commercial reputation.” (Dictionary of Brands)

▪”Despite their intangible nature, brands are business tools that drive commercial value.” (Brian Lischer)

▪“A brand is not a logo. A brand is not an identity. A brand is not a product.” (Marty Neumeier)

▪”A brand is the sum of expressions by which an entity intends to be recognised.” (Interbrand)

By saying what a brand is not, the renowned author Marty Neumeier identifies some of the processes and elements that must be considered when building a brand:

results; reputation; storytelling; perceptions and expectations (from companies; from clients); products and what they represent; images; identity; transparency, etc.

To fully understand what is implicit and explicit in the definition of brand, watch the extended video version of  “What is Branding? A deep dive with Marty Neumeier