The Concept of Brand

Qualitative and quantitative research shows clarity in brand messages, marks the most successful brands and wins long-term ‘customer’ loyalty.

But what is a brand?

A recent article in the Financial Times described it as it as something that 'exists in the collective mind of the consumer'. Wally Olins, a leading authority on branding, defines it as an organisation's 'personality'. Others have said that: 'The brand is the promise that you make to your customer'.

Too many organisations see the brand as simply a logo and its application on letterheads, signs and publications. This isn't branding at all. A range of factors sum up the brand - beliefs, values, personality and behaviour. When the public thinks about an organisation it is making judgements on the whole picture. The private sector understands the importance of building a brand and the value that a strong brand adds to a company's overall financial worth. Nike sees its brand as more than just the distinctive 'swoosh' logo on sportswear. It also incorporates a strong strapline - 'just do it' - and a set of values, about attitude and aspiration. These factors, together with associated activities like celebrity endorsement, advertising, marketing and product development mark Nike out from the competition and add up to the brand that we know and understand.