Brand - A Popular Term that Tends to be Mistaken: Part 1

Brand - A Popular Term that Tends to be Mistaken: Part 1

What actually is a brand?
A brand is the proprietary visual, rational, and cultural image that a customer would associate with a company or a product. When you think KFC, you might think of Colonel Sanders. When you think of Nike, you might think of the swoosh logo or their catchphrase “Just Do It.” When you think Starbuck, you might think of the mermaid logo. The fact that you remember the brand name and have positive associations with that brand makes your product selection easier and increases the value and satisfaction you will get from the product.

While brands like Pepsi or Cola can be distinguished in a blind taste test, however, the fact is that more people buy Coke than any other soft drink and, most importantly, they enjoy the experience of buying and drinking Coke. The special memories of their childhood and refreshment that people have when they drink Coke is often more important than a little bit better cola taste. It is this emotional association with brands that make them so powerful.

So then, what makes up a brand identity?
Brand identity includes brand names, logos, brand personality, etc. A good brand name could give a good first impression and evokes a positive relationship with the brand. Brand personality adds emotion, culture, and myth to the brand identity by the use of a famous spokesperson (Michael Jordan with Nike), a character (Ronald McDonald), an animal (the WWF panda), or a phrase (Always listening, always understanding). Or for example on the branding in Singapore, specifically, the Sentosa island that brands their island as a fun and family-friendly place.