Brand - what is it?

When you hear a word "brand" what do you think of first? 

A particular brand name? What would be your first choice? Pepsi, Coca Cola, McDonalds or maybe Apple? I'm pretty sure you know what the brand is. But how many of you know the exact definition? Do not worry, I'm not going to ask you what is it exactly! You don't need to know word by word the definition. My blog is about brands, especially about European brands in America. I would like to make sure that you know what I am going to write about. So if you didn't know that before, you have a chance to get familiar with it :)

Here is how the American Marketing Association proposed to name a " BRAND"

""Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."

Is that answer satisfying? No? I think there is something more than just features that identify products of from another. Let me give you another, more detailed, description. One of the most famous expert on marketing, Philp Kotler, said that a brand is:

"A brand is a complex symbol that can convey up to six levels of meaning:

§  Attributes: A brand brings to mind certain attributes. Mercedes suggests expensive, well-built, well-engineered, durable, high-prestige automobiles.

§  Benefits: Attributes must be translated into functional and emotional benefits. The attribute “durable” could translate into the functional benefit “I won’t have to buy another car for several years.” The attribute “expensive” translates into the emotional benefit “The car makes me feel important and admired.”

§  Values: The brand also says something about the producer’s values. Mercedes stands for high performance, safety and prestige.

§  Culture: The brand may represent a certain culture. The Mercedes represents German culture: organized, efficient, high quality.

§  Personality: The brand can project a certain personality. Mercedes may suggest a no-nonsense [person, for example].

§  User (Primary Target): The brand suggests the kind of consumer who buys or uses the product. We would expect to see a 55-year-old top executive behind the wheel of a Mercedes, not a 20-year-old secretary.

To me, this definition appeal the most. But if you have any suggestions, please, make a comment!

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