The Brand Rant…

Rants derived from the Aaker book on Brands: Brand Leadership.

The brand forms the brand identity. A brand is a memory bank carrying all of the company’s history, which consists of its capital. The product is not the brand. A product is manufactured; a brand created. A product may change over time, but a brand remains. A brand exists in and through communication. The communication s the brand proclaims its singular and durable identity, its territory as a brand. It is therefore not sufficient for a brand to promote a motivating quality of the product, for another product can always equal or copy it. The brand must be distinct from the competition.


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