A tag is the sum of all the associations, feelings, attitudes, and perceptions that stack have related to the tangible and intangible characteristics of a company, product, or service. The American Marketing Association defines brand as a name, term, design, symbol, or any other feature that identifies one sellers proficient or service as distinct from those of other sellers…A brand may identify one item, a family of items, or all items of that seller. But the meaning of brand extends to intangible aspects as well, such as associations, feelings and experiences. Philip Kotler, one of the worlds first off experts on branding offers this definition:
A brand is a complex symbol that can convey up to sixer levels of meaning:
The extent to which a brand can urge the customer that they provide more meaningful tangible and intangible benefits than competing brands determines the overall strength of the brand.
carrys are important to companies because stronger brands are open to command and sustain higher margins than weaker brands. Brand strength is judged by many measures, including substitution, the likelihood that the customer will get another brand if their brand is not available, price premium, awareness, etc.
Brand positioning strategies attempt to shape the associations, experiences, feelings, attitudes and perceptions that people have slightly a brand so that they not only conceive the brand positively, but see the brand as a solution to a specific need, want or hurting point that they may have.
The completed brand positioning dodge is used as a guideline to determine how the brand is represented, i.e., in logos, taglines, names, colors, products, services, distribution channels, communications channels, messaging, etc.
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Attributes: A brand brings to mind certain attributes. Mercedes suggests expensive, well-built, well-engineered, durable, high-prestige automobiles.
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