BRAND AND BRANDING ARE NOT COMPLEX CONCEPTS – 3 OBSERVATIONS There are so many grand and complex definitions of the terms BRAND and BRANDING. I will argue here that the terms BRAND and BRANDING can be defined very simply. I will also argue that many people, including advertising agencies and consultants, have a vested interest […]

BRAND AND BRANDING ARE NOT COMPLEX CONCEPTS – 3 OBSERVATIONS There are so many grand and complex definitions of the terms BRAND and BRANDING. I will argue here that the terms BRAND and BRANDING can be defined very simply. I will also argue that many people, including advertising agencies and consultants, have a vested interest in making these concepts seem more complex than they are with definitions such as: A brand is the intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised. A brand differentiates a product from similar products and enables it to charge a higher premium, in return for a clear identity and greater faith in its function. A brand is also likely to survive longer than just an undifferentiated product. A brand clearly, and competitively, demonstrates how a business brings its offer to life for its…