Homepage / Blog

Brand (n.); Branding (v.)

This is a silly little post …
…but I think it’s important to make a distinction between these words, as they are not interchangeable, and yet are so subject to swapping around by marketing people.
(definition language below liberally borrowed from Wikipedia…)

Brand (n.) a brand is the symbolic embodiment of all the information connected with a product or service. It encompasses the set of expectations associated with a product or service which typically arise in the minds of “people” (consumers, buyers, or other target audiences). A brand typically includes a name (“brand name”), logo, and other visual elements such as images, fonts, color schemes, or symbols. In other contexts, the term “brand” may be used where the legal term trademark is more appropriate.

Branding (v.) The art of creating and maintaining a brand. Marketers seek to develop or align the expectations comprising the target audience’s brand experience through branding activities. Branding carries the “promise” to the marketplace that a product or service has a certain quality or characteristic which make it special or unique (i.e. differentiated). Whatever the mix of programs, branding techniques should be consistent and complementary when well executed. (also see “brand management”)

Now if we can only get all our fellow PR, VC, design and web marketing colleagues to use these terms more carefully!

Comments are closed.