What is a brand?

The secret power of brands

Week 1
Here’s one definition

A ‘name, term, design, symbol, or any other feature

that identifies one seller's good or service as
distinct from those of other sellers. The legal term
for brand is trademark. A brand may identify one
item, a family of items, or all items of that seller. If
used for the firm as a whole, the preferred term is
trade name.’
American Marketing Association
But we think it goes
deeper than that
Brand ≠
name
logo
slogan
Brand =
stand for
 “Your brand is what people
say about you when you’re
not in the room.”
Jeff Bezos, Founder, Amazon
© Amazon
Brand =
stand for =
stand out
Brands are powerful because
they’re in all our minds
Family fun

© Disney
Intuitive design

© Apple
Authority

© BBC
Information organised

© GOOGLE
No brand

© MUJI
Brands are powerful because
they’re in all our minds
So here’s our definition…
The set of ideas a company or
product stands for in people’s minds
The set of ideas a company or
product stands for in people’s minds
Shaped by that company
or product’s actions
The set of ideas a company or
product stands for in people’s minds
Shaped by that company
or product’s actions
And recognised through
a visual and verbal style
Brands aren’t just one-way

TRANSMITS TO
BRAND CONSUMER
We all help create the meaning

TRANSMITS TO
BRAND CONSUMER

INTERPRETS
BRAND CONSUMER
Branding is the social
creation of meaning
Summary

Brand is…
The set of ideas a company or product
stands for in people’s minds
Shaped by that company or product’s actions
And recognised through a visual and verbal style