What’s the best one-line definition of a brand?
Posted by Giles Lury on February 26, 2009
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Branding is at the heart of everything we do at The Value Engineers, so we’ve long been collectors of definitions of brands.
One of the classic definitions, often referred to, is from Kotler:
“A name, term, symbol or design, or a combination of them which is intended to signify the goods or services of one seller or group of sellers and to differentiate them from those of competitors”
I’ve also had a go at putting together my top five one-line definitions of a brand.
A brand is…
…a unit of social currency
…one of the biggest value generators in the modern business world
…more than promise, it’s a responsibility
…a portal to a world
…a zip file of meaning
Can you do any better?