A brand is not a superficial exercise in cosmetics, not just a logo or a slogan. It's what lies beneath. A strong brand is the sum of
a Personality, and
Example: The Volvo brand: The product is a mid-range to upscale car sold by performance import dealers. The personality of Volvo is functional, if a bit boxy and stiff, always with a huge trunk. Volvos are reliable saloon cars with above average resale value. The promise of Volvo is of top-notch safety engineering; you might survive a crash in a Volvo that you might not survive in a lesser car.
It's what the Volvo brand brings into the minds of most consumers at the mere mention of "Volvo".
Example: Sony. The product is electronic equipment, from WalkmansŪ to TVs to laptops. The personality is sleek, well-designed, premium. The promise is a solid, reliable, high-performance product with state-of-the-art capabilities.
Example: Visa. The product is means and convenience of payment. "The best way to pay, and be paid". Why pay with or carry cash? The personality is top-notch, accepted everywhere, exclusive at many many international events, the undisputed leader in its industry. The promise is a solid, reliable, payment card with worldwide acceptance.
Other examples of brand PPP?
Seth Godin has another pretty good definition:
Brand = [Prediction of what to expect] times [emotional power of that expectation]
John Dodds modifies it thus:
Brand = Expected Performance x (1 - Disappointment Experienced)
... on the basis that people are not wowed by the vast majority of products/services to which they have some degree of loyalty. They're just happy not to be disappointed.
Contributors: Steven Black Ted Roche Alex Feldstein
Category VFP Marketing
( Topic last updated: 2007.07.27 12:59:34 PM )