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the real definition of a brand

i have searched far and wide for a definition of brand that i like. unfortunately, there is no universally agreed upon definition of “brand” nor many that I like. there are oversimplified definitions (a brand is a trademark, symbol, etc) and there are definitions that are good but don’t go far enough for me (a brand is a promise). you can go here for a list of definitions from a couple of marketing gurus but the definition I prefer most was developed by tom asacker.
tom describes a brand as follows:

“a brand is an customer’s evolving expectation of value; value the way he or she subjectively intuits it.”

said another way, a brand is what an individual expects to gain (or lose) from their interaction with a product, service, location, and yes, even a person (re: “brand me”). different individuals will have different expectations of value from the same brand because we all place unique value on things. and, although those expectations, and therefore the brand, reside entirely in the mind of the individual, the brand plays a tremendous role in helping to shape and create those expectations based on it’s purpose, promise, values, offering, experience, and associations that it creates.

so, what do people expect to get from developing a relationship with you? what about the with the brands you manage? if you don’t like the answers, you may not like your brand.

conversation: got another definition of brand or think this one is wrong, leave a comment below.

related posts:

  1. what do people think of when they think about your brand?
  • by detavio
  • posted at 6:45 am
  • July 20, 2009
  • brandonhoe

    Detavio, the best definition of brand I've ever read/heard is this one – “a brand is a person's gut feeling about a product, service or organization”. I think that it's all-encompassing and truly drives home the point that it is a reaction, it is natural (as opposed to manufactured) and can be influenced, but only over time and with consistent behaviour.

  • http://www.detavio.com/ detavio

    thanks for your thoughts brandon. i agree with you. the only true difference i see in our definitions is that the definition i use ladders up to value. essentially, people will have an intuitive (gut) response to your brand, which will ultimately connect to some perceived value. i think the notion of value is important because it doesn't let those managing a brand off the hook (they don't feel hopeless because it's all based on someone's gut) and reminds them that at the end of the day they have to create value.

  • brandonhoe

    Detavio, the best definition of brand I've ever read/heard is this one – “a brand is a person's gut feeling about a product, service or organization”. I think that it's all-encompassing and truly drives home the point that it is a reaction, it is natural (as opposed to manufactured) and can be influenced, but only over time and with consistent behaviour.

  • http://www.detavio.com/ detavio

    thanks for your thoughts brandon. i agree with you. the only true difference i see in our definitions is that the definition i use ladders up to value. essentially, people will have an intuitive (gut) response to your brand, which will ultimately connect to some perceived value. i think the notion of value is important because it doesn't let those managing a brand off the hook (they don't feel hopeless because it's all based on someone's gut) and reminds them that at the end of the day they have to create value.

  • brandonhoe

    Detavio, the best definition of brand I've ever read/heard is this one – “a brand is a person's gut feeling about a product, service or organization”. I think that it's all-encompassing and truly drives home the point that it is a reaction, it is natural (as opposed to manufactured) and can be influenced, but only over time and with consistent behaviour.

  • http://www.detavio.com/ detavio

    thanks for your thoughts brandon. i agree with you. the only true difference i see in our definitions is that the definition i use ladders up to value. essentially, people will have an intuitive (gut) response to your brand, which will ultimately connect to some perceived value. i think the notion of value is important because it doesn't let those managing a brand off the hook (they don't feel hopeless because it's all based on someone's gut) and reminds them that at the end of the day they have to create value.

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