Brand
A brand is the overall perception of customers about a company.
Updated: October 16, 2023
A brand is the overall perception of customers about a company. A brand refers to how customers think of a company based on every past experience with its products, website, social media, store, and customer service. Companies, product, government agencies, nonprofits, or individuals can all be brands. All of these apply for a trademark to gain legal protection for their brands.
Brand protection software is used by many companies to monitor the internet for trademark violations and brand policy infractions. It can be integrated with pricing platforms or e-commerce stores to monitor third-party resellers.
Corporate, Personal, Product, Service, Events and Geographic are the five most common types of brands. A company can work with a branding agency and brand strategist to create unique assets, to create brand recognition and awareness. Brand identity, Brand messaging, Brand promise and Brand positioning are the basic elements of a brand.
Building a brand can help increased brand awareness and recognition, lower marketing costs, increased trust and authority as well as boosted brand loyalty. Although, a company can create core elements of its visual and verbal identity at once, but gaining true visibility and wide scale recognition typically takes many years. Companies can conduct research, create regular content, be consistent across platforms and overdeliver in customer experience for building a brand.
Types of brands
- Product Brands: Brands associated with specific products.
- Service Brands: Brands that primarily offer services rather than physical products.
- Corporate Brands: Brands representing the entire company or corporation.
- Personal Brands: Brands built around individuals, often celebrities or influencers.
- Family Brands: A group of related products marketed under a single brand name.
- Private Label Brands: Retailer-owned brands sold exclusively in their stores.
- Generic Brands: Unbranded or store-brand products.
- Luxury Brands: Brands known for exclusive, high-quality, and often expensive products.
- Economy Brands: Brands that provide cost-effective, budget-friendly options.
- Nonprofit Brands: Brands associated with charitable or nonprofit organizations.
