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Branding TV, 2nd Edition by Alan Batten, Walter McDowell

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4CHAPTER

Why People Like Brands

Before we attempt to untangle the exact meanings of all the latest branding buzzwords, let’s first define the most basic of terms, a brand. The following is an all-purpose definition of a consumer brand taken from the American Marketing Association:

A brand is a name, term, sign, design, or a unifying combination of them intended to identify and distinguish the product or service from its competitors. Brand names communicate attributes and meaning that are designed to enhance the value of a product beyond its functional value. The basic reason for branding is to provide a symbol that facilitates rapid identification of the product and its repurchase by customers.

These 68 words pack a lot of information. ...

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