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What really does a brand mean? Why the term branding has become so hot recently? Before going into what a brand means, let's look at what a brand isn't.
* A BRAND IS NOT A LOGO
The logo is simply a symbol of a brand.
* A BRAND IS NOT THE CORPORATE IDENTITY
A corporate identity defines the ways and means of using the company symbols, logo on printed materials, publications, etc.
* A BRAND IS NOT YOUR PRODUCT
Marketing people in the company are mistaken by thinking that they manage brands. Instead, they
manage their products, sales etc.
So what really is a brand?
A brand is the SOUL, the MEANING and the AURA surrounding your product...
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