Branding - Brand Culture is a new way of thinking about branding. Consumers seek out brands that are closest to their core values and that make a statement about who they are and what they stand for.

The American Marketing Association defines a brand as:

“A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of a seller. If used for the firm as a whole, the preferred term is trade name.”

A Good Brand is Comprised of the Following.

Brand Image - The perception of a brand in the minds of persons. The brand image is a reflection of the brand personality. It is what people believe about a brand

Brand Loyalty
– When a consumer generally buys the same brand within a product class.

Brand Mark - The part of a brand name that cannot be spoken. It is usually a symbol, picture, design, distinctive lettering, color, or a combination of these.

Brand Name – The part of a brand that can be spoken. It can include letters, numbers, or words. The term trademark covers all forms of brand (brand name, brand mark, etc.), but brand name is the form most often meant when trademark is used.

Brand Personality - The psychological aspect of a brand as communicated by its creators, though it may be perceived differently by persons in the marketplace. These two perspectives relate to what we intend or desire, and what others see or believe.

Brand Positioning – Various market research techniques are used to help determine the way consumers view competitive brands or types of products. Product positioning for new products, is determined by how the seller decides to compare the new product or service to existing ones. This is the only chance to make a first impression. It’s important to deliver the message clearly

Brands do the Following
• Establish your credibility
• Connect with your customers literally and emotionally
• Motivate the consumer
• Create customer loyalty

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