The words brand and branding are thrown around liberally in different contexts and with different meanings in mind, so we thought we’d ask, ‘what exactly is a brand?’
A brand is a set of associations that a person or group of people makes with a company, product, service, individual or organisation. These associations can be intentional – that is, they may be actively promoted via marketing and corporate identity – or they may be outside the company’s control. For example, a poor press review for a new product might ‘harm’ the product’s brand by placing negative associations in people’s minds.
At CODA we are experienced at brand management and can help you develop and promote your brand in positive and proactive ways.