This article look at brands from two different viewpoints.
The first, which is also seen as the most important, looks at brands as a promise. These promises are more likely to be associated with top or high quality brands like Ford or Apple as stated in the article.
The second, looks at brands the unification of advertising elements; service, design, colour and logo etc.
Reading this article can helps to understand the difference between creating a brand; something which offers consumers a product or service. Or creating a promise; something which consistently offers high service and quality products in order to further create a meaningful experience for their consumers.
I believe this is a great article as it shows the importance in today's branding methods and separates them from the traditional branding methods we have known for so many years.
This post shows the importance in how branding and furthermore brand management has become such a crucial element both new and growing businesses.
From a business perspective; a brand becomes the identity of a company and, depending on the success of brand management methods, determines how a businesses overall product or service is perceived.
From a consumers perspective; the representation of a brand can determine how the consumer will perceive a product or service. When presented with an array of products or services, it is the brand which consumers feel they associate with, greatly desire or have an emotional pull towards that is chosen.
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