Episode 1: What We Mean By The Word Brand and Branding

The words brand and branding are thrown around liberally by all sorts of people in different contexts and with different meanings in mind, so it may help to start by asking: what exactly is a brand?

• Brand: The simplest answer is; a set of associations that a person (group) makes with an organisation, product, service or individual.

These associations may be internal – that is, they may be actively promoted via marketing and corporate identity. They may also be external – promoted via marketing and corporate identity.

To illustrate the idea, let’s take a look at what is arguably the best-known product or brand in the world: Coca-Cola.

In a 2007 survey of the value of global brands, Coca-Cola’s brand equity was valued at US$65.3bn, just under half the company’s true market value.

So what are these all-powerful associations? For coca-cola, typical perceptions might be that it is the original cola drink (The Real Thing), its recipe is secret and unsurpassed; it’s youthful, energetic, refreshing. Others may include its unique shape.

These are mostly positive brand associations, but there may be negative ones too. For example, coca-cola is sometimes considered unhealthy because of its sugar content. Also, what is seen as a positive association to some may be unpleasant to others and negative perceptions can be attached to a brand’s identity if the company strives to present a different character.

Of course, brands aren’t limited to the food and drink category. If a brand is just a set of associations then practically anything could be said to have a brand, even individuals like – Jay Jay Okocha, Genevieve Nnaji, Linda Ikeji, Fela Durotoye, etc. other profile of recognised brands include Toyota, Virgin Atlantic Airways, Channels television, konga or even Lagos (Nigeria). From services to cities, products to publications, each carries a strong set of associations in the minds of a large number of people.

• What Then is Branding?

If a brand results from a set of associations and perceptions  in people's minds, then branding is an attempt to harness, generate, influence and control these associations to help business perform better. Any organisation can benefit enormously by creating a brand that presents the company as distinctive, trusted, exciting, reliable or whichever attributes are appropriate to that business.

While absolute control over a brand can not be guaranteed due to possible influences, intelligent use of design, advert, marketing, service proposition and corporate culture can really help to generate associations in people's minds that will benefit the organisation.

The mode of branding may differ in various industries or sectors, but the basic principle of being clear about what you stand for always applies.

In our next episode, we shall discuss: "How Brands Are Changing". Till i come your way again.

Bye for now.