What is a brand?
At Zambelli Brand Design, we think of the brand as the soul of the product; the intangible element that has a defining role in creating a desire for the product.
According to the American Marketing Association, a brand includes any name, term, design, symbol, or other characteristic that identifies a product being different from other similar products on the market. Here are a couple of other definitions:
Simplified, a brand is what your potential customer thinks when your brand name is mentioned.
– Jerry McLaughlin, branding expert
A brand is the personality of a business. In fact, you are free to replace the word ‘brand’ with the word ‘personality’
– Allan Dib, marketer and author of the bestseller “The One-page Marketing Plan”
A brand is a set of expectations, memories, stories and relationships that, taken together, make the customer’s decision when choosing one product or service over another.
– Seth Godin, marketing guru, author of several bestsellers, entrepreneur and educator