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Definitions of Brand Management

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Abhijeet S
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Definitions of Brand Management - October 11th, 2010

“A brand is an identifiable entity that makes specific promises of value.”

“ A brand is a symbol, a word, an object, and a concept – all at one and the same time.” A brand is a symbol. What is a symbol? A symbol is a sign that stands for something in a prospects mind. It carries a meaning behind it. Symbols work by stimulating the cognitive process. The consumer’s perceptual process is nothing but making sense out of those symbols present all around. A brand’s figurative aspects like packaging, colours, logos; designs etc are signs that the marketers use to communicate their intensions to the customers. Symbolism is, infact, the practice of conveying notions, ideas and concepts with the help of symbols. Why do brands have different colour schemes? It’s because the marketers try to communicate different messages to their target customers.



The cigarette brand Charms’ pack has a unique indigo blue print, like faded jeans fabric. The package design was intended to strike a cord with young customers who identified with ‘freedom’, because jeans symbolized freedom. Marketers use “slender tall” bottles to communicate feminine qualities. What is an athletic shoe with a ‘swoosh’ logo on it? ‘Swoosh’ is a concept- it is all about winning and action.



Brands create a perception in the mind of the customer that there is no other product or service on the market that is quite like yours. A brand promises to deliver value upon which consumers and prospective purchasers can rely to be consistent over long periods of time.
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