What is a Trademark? What A Brand mean to you?

I think that Walter Landor (the man famous advertising) offers the best definition of what a brand is:

"Simply put, a brand is a promise. For identifying and authenticating a product or a service that provides a guarantee of satisfaction and quality."

Just adding a word to make the definition of 'brand' complete, and this is 'perception'. A brand is, first, a promise from the point of view manufacturer brand (and brand-builder does not keep his / her promise, the brand suffers) but, also, a 'perception' from the point of public sight.

Who is in the business of communicating the presence of (or disclose any information about) a commercial product or service to an audience or potential audience should be interested in the idea of ​​what a brand is (somehow) . And, those who interact directly with a commercial product or public service (as well as those who work with a product or service that could, at a later time, have an impact on public perception of the product or service) must be interested in the idea of ​​what a brand is (somehow).

That leaves virtually everyone who is employed by a commercial organization! The point I'm trying to make is that a brand is much more than a logo, a vision, a mission statement, and so on. A brand includes all the possibilities in which a customer's perception of that mark may be affected. Brand Builder is the ultimate goal to create a brand that has great promise, that the promises are fulfilled (and that the brand is communicated to the target audience and the audience reacts to the brand as a brand builder plans) with the ultimate goal that the brand is sold (1. customers return to buy a product or service without being requested 2. customers recommend the brand to 'buzz' other).

David Ogilvy (man of advertising fame) wrote:

"Any fool can put on a deal, but it takes a genius .. to create a brand."

Some commercial organizations are not interested in building brands. Okay. Do not make promises (and therefore have no promise to keep). Without doubt, the promises may, at first hold companies back. So a company that has made a promise might be able to get an advantage early on. But once the company that made the promise (and keeps it) begins to move forward, then it will be only a matter of time before they exceed the first (and the sky is the limit in terms of where the brand can go ). But the other side of the coin is when companies make promises they can not keep (or produce a good product / service play a big, without allowing customers to know).

Most people who work in advertising, marketing, media, business management, and so on, must always think about what makes a trademark / brand values. But, also, graduates and people in general, looking for jobs in these areas (and, in particular, advertising / marketing). Of course, you must read, and think about how other marketeers important to interpret the values ​​of the brand. But it is also important to have your own ideas and thoughts. There are values ​​of a brand in general (it is a mark of 'perception / promises' etc. ..) that, again, remain the same. But there are also contemporary (as I look to put it) the values ​​of the brand (perhaps less important than the general values ​​of the brand) that can also change the brand values ​​(changes in public behavior / developments in new media, and so on).

I like to think of people as brands. That the work of the manufacturer brand is to give brands personalities / a life of its own. We often hear of people in advertising / marketing that they want the public to interact / 'to have conversations with their brands', that sort of thing. Well, in line with social media and interactive digital media in general, this is now possible, in a way that was not there before.

People in advertising are now wondering if it should be advertised brand (or release) for your audience in a useful way (utility brand) or a fun / creative way (fulfilling a sort of emotional need in the audience). I do not think you should be too black and white on this ((some of the most creative ads in the past have been the products of utilities such as electric heating (Creature Comforts), just as there is no reason why a non-product utility can not be dealt with absolute value). The real aim, as I see it, is like the advertising people can mix the two approaches so that a brand can be both useful and fun (by advertising / brand promotion point-of-view).

But increasingly, people are using advertising not advertising methods to promote the brands that public relations, advertising, sponsorships, events, social networking and more. The reason for this is that the public are less willing to allow advertising in their busy lives.

I talked about advertising (promotion). This is, as I like to see it, the social side / outside of the mark or part of the 'brand promise of' brand. The promise is yet to be delivered and this is the important part of what a brand is. E ', also, a very large topic. This post is not intended as a definitive or exhaustive definition of what a brand is. The point of this article is really just to get people to think. And particularly those who are seeking employment in advertising and marketing .......