Nov 22, 2019
Brand started off as an object to help in identification of ownership. The most suitable example would be cattle owners who would “brand” their cattle using a branding iron. This view puts brand as something applied to an object.
Brand then shifted from being applied to objects, to an idea. As defined in the book Positioning: The Battle for Your Mind, brand is a “singular idea or concept that you own inside the mind of a prospect.” In this way of looking, brand is seen as an idea that is managed.
The recent redefinition was brand as an experience. Instead of looking at brand as something that is managed over time, it is perceived as something that is delivered in the moment. In the book The End of Marketing as We Know It, Sergio Zyman says “A brand is essentially a container for a customer’s complete experience with the product or company.”
It is imperative for companies today to take a good look at their brands and consider redefining how they are observed, perceived and experienced. But just as important and as relevant as ever, is the new way of seeing brand; as a relationship.
Read more at: https://orchanpr.blogspot.com/2016/09/thought-leadership-brand-as-relationship.html
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