‘Brand’ and ‘branding’, are often over-used and misunderstood terms. Brand is a vital part of an organisations reputation and marketing management, when you’ve got it right you can earn customer trust, loyalty and memorability. Get it wrong and you can spend a whole bunch of time putting things right.
Brand is definitely not a logo, slogan, advertising or marketing campaign, these are visual elements that enforce it but a brand in itself is more strategic than that.
Brand is the public perception of a service, product or organisation. Brand is packages of thoughts, opinions and experiences. Brand cannot truly be owned by organisations, companies, advertisers or marketers.