I believe that Walter Landor (famous advertising man) provides the best meaning of exactly what a brand is:
“To put it simply, a brandname is really a promise. By identifying and authenticating a service or product it offers a pledge of satisfaction and quality”.
Much like to include a word to help make the meaning of ‘brand’ complete, and that’s ‘perception’. A brandname is, mainly, a promise in the brand-builder’s perspective (and when the company-builder does not keep their promise, the company suffers) but it’s, also, a ‘perception’ in the audience’s perspective.
Anybody who is incorporated in the business of communicating the existence of (or communicating any details about) an industrial service or product for an audience or target market must want to consider the thought of exactly what a brand is (in one degree or any other). And, anybody who interacts, directly, having a commercial product’s or service’s audience (in addition to anybody who works together with with a service or product that may, in a later point, have an affect on the audience’s thought of the service or product) should also want to consider the thought of exactly what a brand is (in one degree or any other).
That leaves, practically everybody who works for an industrial organization! The purpose I’m attempting to make is the fact that a brandname it is a lot more than the usual emblem, a visible, a mission statement, and so forth. A brandname encompasses every possibility in which a customer’s thought of that brand might be influenced. The company builder’s ultimate goal is to produce a brand which has big promises, the promises are met (which the company is conveyed to some relevant audience which the crowd respond to the company because the brand-builder has planned) using the ultimate goal the brand sells itself (1. customers will go back to purchase a service or product without having to be requested to two. customers will suggest that brand to other people ‘word of mouth’).
David Ogilvy (famous advertising man) authored:
“Any fool can placed on an offer, however it requires a genius .. to produce a brand.”
Some commercial organizations aren’t thinking about building brands. Fair enough. They do not make promises (and they also haven’t any offers to keep). Undoubtedly, promises can, initially hold companies back. So a business that has not designed a promise could be capable of getting a lead, in early stages. But when the the organization that has made the promise (and keeps into it) begins to begin, it are only an issue of your time before it’ll exceed the previous (and there is no limit when it comes to in which the brand will go). But sleep issues from the gold coin happens when companies make promises they cannot keep (or create a great product / do a great service without letting customers learn about it).