First, let’s look at the concept of branding. Brands are powerful and symbolic elements that have the potential of influencing cultures, societies and generations. They play a daily role in our lives from the product decisions and choices we make to the people we choose to speak to or associate with. They are also wealth-creators and a source of a steady income stream for the companies that own them. These statements will become clearer as you read further
The concept of branding has been in existence for hundreds of years. The origin of brands comes from the times when early cattle-rearing men stamped their ownership on their livestock by burning a mark of their name or identity on the cattle, to distinguish one cattle-farmer’s stock from another’s. Through this means of differentiation, the good quality cattle could be easily identified.
This crude method has translated into the trademarks and logos of today, which forms a crucial part of the brand. The current definition of a brand has however evolved from marks, names, logos and shapes to elaborate marketing development and strategies.
The result is the creation of something powerful and consistent, which has the ability to produce emotional and psychological attachment with consumers and financial value for the brand owner. A brand symbolizes a guarantee and credibility that assures the consumer that what they are about to purchase will deliver its promise.
The instant recognition and definition of certain products is mainly as a result of the brand. However, a product is not a brand and neither is a service a brand nor a company a brand. If we were to go by the book definition of branding from the experts, we might summarize branding as the following: