Brand is the personality that identifies a product, service or company (name, term, sign, symbol, or design, or combination of them) and how it relates to key constituencies: Customers, Staff, Partners, Investors etc.
Some people distinguish the psychological aspect, brand associations like thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand, of a brand from the experiential aspect.
The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. The psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people, consisting of all the information and expectations associated with a product, service or the company(ies) providing them.
That’s kind of wordy, but it describes the gist of the concept nicely. One of the ways that companies have built awareness and influenced perceptions of brands is through slogans and jingles.
Unless you’re fairly young you’ll recognize at least a couple of those. I know I’m devoting far too many brain cells to those and similar jingles.
The cool and/or scary thing about branding is that companies sometimes do very non intuitive things. Anyone who has ever tried to eat rice with chop sticks knows that the fact that it is sticky is a good thing. Yet Minute Rice which is not sticky ran commercials in the 1970’s showing frustrated house wives who were upset because their rice stuck together. Enter minute rice with a solution. Of course most Americans outside of the west coast had never tried to eat with chopsticks at that point. I don’t watch TV much but I doubt Minute Rice would use a similar approach today.
Here are a couple more…
Really good jingles and slogans stay with us for a long time, as do the brand images they help create.
Image via Wikipedia
Image via Wikipedia
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