What is a “brand”? To discuss modern branding strategy effectively, we first need to define our terms.
The American Marketing Association and Wikipedia define the word as “name, term, design, symbol, or any other feature that identifies one seller’s product distinct from those of other sellers.” It is the trademarked name, logo, and more that a company uses for a particular item. For example, Coca-Cola’s “brand” is the graphic that represents the brown, flavored, and sugary beverage that the company sells. Over the decades, the brand has changed – as we can see in the image above.
However, the idea behind the term “brand” has also changed.
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