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Essay text:
An older definition of a brand is: -
"(a brand name is) a name, term, sign, symbol or design, or a combination of these, which is intended to identify the goods or services of one group of sellers and differentiate them from those of competitors"
The branding of a product has to mean so much more within the society in which we live today. It's not so much about the product but the image it portrays. Richard Koch defines a brand in modern day society as: -
"A visual design and/or name that is given to a product or service by an organization in order to differentiate it from competing products and which assures consumers that the product will be of high and consistent quality"
The brand image of a product has to be able to build a ?relationship' with its consumers to assure product consumption, the stronger the message of quality and satisfaction guaranteed the more likely the brand will be chosen when making a choice between two similar products...
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