What is Brand?

My curiosity of Brand Concept has finally ended with the following definition. I hope you will also find this very helpful.

Now we are (finally) ready to define brand:

Brand is?

is the emotions that are tied to a product or company. These emotions are
communicated in stories, emphasizing values and beliefs, as well as the personality of the
product or company.

Brand is a Noun

In the simplest terms it is often a noun that the holds a specific place in the mind of
the audience. For example; Volvo’s brand is “safety.” If a person hears the words safe
automobile, “Volvo” appears in his mind. People can tell you stories about how safety
means at Volvo.

Brand is a Vessel of Meaning
Brands also carry values and beliefs, and are able to communicate complex nuances
of differences. They are symbols of the individual. The brand becomes a part of the
consumer’s life – something that enables the person to be what they want to be, do what
they want to do.

Brand is Personal
Another aspect of brand is that it is personal: Brand becomes like a person, there are
feelings, stories, associated with it. People can talk about it, identify with it, and even
dislike it, because it is a personal relationship with the consumer. A good brand is not “I

like that,” but rather “I’m like that,” or “I can be like that.”

Best Brands Involve the Audience
The consumer becomes a partner in the marketing by providing input regarding the
experience, and by acting as an advocate to others, retelling the brand story in their own
terms, enhancing it along the way. A good brand is like a good friend. You trust it. You
value it. You are proud of it and you often introduce it to your friends.

Brands are Experience
A brand carries an implied promise of the consumer experience. This is evaluated by
the consumer within the context of his or her actual experience. The experience is then
communicated in stories to others. If a consumer is satisfied with this experience, then
he or she will continue to rely on it for the experience regardless of inherent technical
and engineering qualities of the product itself. Superior experience is more important
the technical characteristics of quality. Just like, Harley Davidson is not the world’s fastest or
most reliable motorcycle. However, to a specific group of consumers it offers the world’s
greatest motorcycle experience.