What is a Brand?
Nowadays, there is still many people that would say that a Brand is the name (and the logo) of a particular product. But this definition is as shallow as saying that your lucky shirt is just a piece of Fabric.
The same way this shirt is not only its physical components, a brand is not just a name and a logo. The proof is that, even when it seems that both are really important, logos of many brands have changed during its history, and even the names of some of them. And their essence (the feelings that they trigger inside us) remain the same.
So, can we conclude that the important part of a brand is its “essence”, that is, the ideas that surround it in our mind?
Continues in the 2nd PART >>
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