Here’s what I wrote on my Facebook friend, Lisa Manyon’s excellent blog (slightly adapted):

If you want a good, short definition: a brand is ‘a promise kept’ (Blackett, 2003, p18). One of the most famous branding experts, Keller (2003, p4) defines a brand as: “a product . . . [which] adds other dimensions that differentiate it in some way from other products designed to satisfy the same need. . . . [Achenbaum adding] ‘what distinguishes a brand . . . and gives it equity [value] is the sum of consumers’ perceptions and feelings about the product’s attributes and how they perform, about the brand name and what it stands for, and about the company associated with the brand.

When I was researching my Master of Science in Marketing, Professor de Chernatony, kindly provided me with his 2009 paper, ‘Towards the holy grail of defining ‘brand’’, which I’ll quote from, here, (p105), where he defined a brand as: “a cluster of values that enables a promise to be made about a unique and welcomed experience . . . a visionary promise that adds value to all stakeholders.”

The keywords, IMHO, being promise, value, and experience — NOT logo! (Which is what most people think of when they think of brand, not surprisingly as that was the origin of the term, a symbol to denote ownership or the creator, e.g. the potter who made the jar.)

Hope that helps. Good luck with the conferences!

Here’s what I wrote on my Facebook friend, Lisa Manyon’s excellent blog (slightly adapted):

If you want a good, short definition: a brand is ‘a promise kept’ (Blackett, 2003, p18). One of the most famous branding experts, Keller (2003, p4) defines a brand as: “a product . . . [which] adds other dimensions that differentiate it in some way from other products designed to satisfy the same need. . . . [Achenbaum adding] ‘what distinguishes a brand . . . and gives it equity [value] is the sum of consumers’ perceptions and feelings about the product’s attributes and how they perform, about the brand name and what it stands for, and about the company associated with the brand.

When I was researching my Master of Science in Marketing, Professor de Chernatony, kindly provided me with his 2009 paper, ‘Towards the holy grail of defining ‘brand’’, which I’ll quote from, here, (p105), where he defined a brand as: “a cluster of values that enables a promise to be made about a unique and welcomed experience . . . a visionary promise that adds value to all stakeholders.”

The keywords, IMHO, being promise, value, and experience — NOT logo! (Which is what most people think of when they think of brand, not surprisingly as that was the origin of the term, a symbol to denote ownership or the creator, e.g. the potter who made the jar.)

Hope that helps. Good luck with the conferences!

I saw that tip from Chris on your blog: “A brand is a promise kept.”

Love it!

People try to complicate branding, when in reality the concept is very simple. It’s putting the concept into action that can be challenging.
.-= Laura Christianson´s last blog ..Demystifying Branding =-.

I saw that tip from Chris on your blog: “A brand is a promise kept.”

Love it!

People try to complicate branding, when in reality the concept is very simple. It’s putting the concept into action that can be challenging.
.-= Laura Christianson´s last blog ..Demystifying Branding =-.

Another wonderful definition of brand was shared by my Facebook friend Chris Shallow ” A brand is a promise kept.”

Keep up the great work.

Write on!~

Lisa
.-= Lisa Manyon´s last blog ..The BIG Branding Controversy and How You Can Learn More =-.

Another wonderful definition of brand was shared by my Facebook friend Chris Shallow ” A brand is a promise kept.”

Keep up the great work.

Write on!~

Lisa
.-= Lisa Manyon´s last blog ..The BIG Branding Controversy and How You Can Learn More =-.