what is a brand
what is a brand

What is a Brand? What Are Brand Elements?

A brand is a product, service, person, company, or a concept which has characteristics like a name, symbol, etc. to be differentiated from others in the market. It is what makes the product identifiable and differentiable.

Branding isn’t new. We’ve been branding people since the start. They had a face (identity), were given names, people around them had an image of them in their minds, etc. Branding of products started a bit later though.

It all started with brand names, other characteristics were put to use eventually. E.g. Coca-Cola had to include different brand characteristics like – a different bottle shape, the colour (red and white), and an experience of happiness and joy to develop its own identity.

What Is A Brand?

A brand is the combination of properties within and outside a product which gives an identity to the generic product. It cannot be separated from the product.

Imagine if Tide starts producing soft drinks. Will you buy it?

Customers buy a brand. The tangible product is not the only reason customers buy anymore. It’s now an important part of the brand.

Will you buy Coca-Cola, without any label, in a Sprite’s bottle?

The market is full of similar products. To make a product stand out, one needs to assign to it some identification properties. Such identification properties include certain associations like name, logo, colour, and many other attributes. These branding attributes give the product a certain personality, certain voice, etc, position the product at some distinctive place in the consumers’ mind, and give them an experience whenever they have contact with the brand.

Also Read:  What Is Sonic Branding? The Psychology Of Sonic Branding

Brand Elements

A brand, just like living beings, has certain traits. These are –

Brand Association

The intangible features like the logo, colour scheme, ambassadors, owners, etc. which are associated with the product. They help in the positioning of the product.

Brand Name

The part of the brand which gives it a spoken identity. Just like a person’s name.

Brand Attributes

The characteristics of a brand. The core values of the brand. To be a strong brand the brand should have some characteristics (attributes) like relevancy, consistency, appeal, sustainable, credibility, etc.

Brand Identity

How an organization feels of its brand. It’s basically an image of the brand from the company’s point of view. That is, how it wants the customer to perceive its brand.

Brand Image

The image of the brand in the customers’ mind. How they perceive the brand.

Brand Personality

Just like humans, brands have a way they speak and behave. Brand personality is basically the human personality traits of the brand. E.g. honest, caring, luxurious, etc.

Brand Voice

The way a brand speaks to its customers. It is that unique and constant feature included in every brand decision which makes your customer recognize it and differentiate it from others. (E.g. Sprite, in India, has a unique brand voice of being straightforward in everything) Brand voice gives rise to the personality.

Brand Positioning

Where does the brand stand among the competition? Positioning is the distinctive/unique position of the brand in the market/consumers’ mind.

Brand Experience

How customers/consumers experience the brands when they search for, shop for, or consume the brand. It includes the sensations, feelings, responses evoked by a brand whenever the consumer interacts with it.

Brand Awareness

It is the extent to which consumers are acquainted with a particular brand.

Also Read:  What is Brand Image? Explanation and Examples

Brand Recall

Brand Recall is the ability of consumers to recognize the brand when the product category is mentioned. (E.g. coca cola is recalled when soft drinks are mentioned)

Brand Recognition

Brand Recognition is the ability of consumers to recognize the brand when asked questions about that brand or when shown products of that brand. (E.g. a product is shown to you and you’re asked if you’ve seen this before or not or do you remember its name or not)

Brand Value

As the phrase states – Brand value is the value of the ‘Brand’ over and above the tangible product. That is, how much extra will a customer pay (in monetary terms) if he gets the product of a specified brand.

Brand Equity

The impact of a brand on the purchasing decision of a customer. Brand equity is a set of brand assets and liabilities linked to a brand, which adds to or subtracts from the value provided by a product or service. It is how the business is affected because of perceptions, attitudes, and preference of the customers towards the brand. Brand equity is difficult to estimate.

Brand Management

The process of maintaining and management of a brand.

Brand Culture

A theory where the brand operates as a culture. It has its own set of values, its guidelines, do’s and don’ts, etc.

Brand Promise

The benefits and experience which a business promises to associate with a brand.

Brand Message

The message used to express the brand promise.

Brand Ambassador

A person/group of persons hired by the organization to represent a brand.

Customer touch points

A customer touch-point is where the brand and the customer interacts.

Go On, Tell Us What You Think!

Did we miss something?  Come on! Tell us what you think of this article in the comment section.

How useful was this post?

Click on a star to rate it!

Average rating / 5. Vote count:

As you found this post useful...

Follow us on social media!

We are sorry that this post was not useful for you!

Let us improve this post!

You may also like...

  • Avatar sarah says:

    can i use this resource please and what reference would i use?

  • Like What You Read?

    ...why not share it with the world?

    As you found this post useful...

    Follow us on social media!

    Send this to a friend

    Read more:
    how to deal with startup failure
    How To Recover From A Startup Failure?

    Your startup has fallen. Maybe you lost your biggest customer, maybe you haven’t attracted anyone for a long time, or...