So, what is a brand? To set the stage for our discussion about brands and branding, we will use the definition supplied in Marketing Edition 3*: brand – A name, term, sign, symbol or design, or a combination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. There is a lot of substance in this definition. There is the physical representation of the brand, the sound of the brand (its name), what the brand is representing and how it represents its point of difference. In order to understand what a brand is, we will begin by discussing what a brand isn’t.

Download our free ‘Brand Plan’. It a short 14 page document that gives you tips on what ‘a Brand is’ and how to define and build your brand.