The business of branding really deserves a book to itself. So this is just a quick overview of what a brand is and how it works.
A brand is a piece of magic, a bit of ‘now-you-see-it-now-you-don’t’ alchemy. It is not formulaic or the stuff of textbooks.
Making brands is the most exciting aspect of marketing.
Because making great brands is about building great businesses.
What is a brand?
Let Interbrand answer that:
‘It is, in effect, a trademark. To the consumer it represents a whole host of attributes and a credible guarantee of quality and origin. To the brand owner it is, in effect, an annuity, a guarantee of future cash flows.’
Branding ...
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