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AUSTIN WEST

What is a Brand? | Part One

February 5, 2015

What is a Brand? | Part One

Brand is the promise, the big idea, and expectations that reside in each customers mind about a product, service or company. Branding is about making an emotional connection. People fall in love with brands–they trust them, develop strong loyalties, buy them, and believe in their superiority. The brand is shorthand: it stands for something and demonstrates it.

Brands are embedded in our daily lives, as in “let’s FedEx it to San Francisco”, or “Just Do it.” The work of Andy Warhol and Heidi Cody remind us of the omnipresent power of brands as cultural symbols. For many the brand is the trademark. Even those who don’t precisely know what a brand is want one.

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