WHAT IS A BRAND

A brand is a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers.

A brand is the idea or image of a specific product or service that consumers connect with, by identifying the name, logo, slogan, or design of the company who owns the idea or image Logos are not brands, they are merely representations of brands.

A brand is your company image. A brand is the foundation of all your marketing activities

ROLE OF A BRAND
A brand accentuates the bases of differentiation. A brand protects both the consumer and the producer from competitors . A brand reduces the primacy of price upon the purchase decision. A brand gives the seller the opportunity to attract a loyal and profitable customers. A brand helps to build the corporate image, making it easier to launch and gain. A brand identifies the seller or maker.

Brand-(APPLE)
Apple Inc. is an American multinational corporation that designs and sells consumer electronics, computer software, and personal computers. The company's best-known hardware products are the Macintosh line of computers, the iPod, the iPhone and the iPods. The largest technological company in the world by revenue and profit, more than Google and Microsoft combined. Its worldwide annual revenue of $108 billion in 2011. Fortune magazine named Apple the most admired company in the United States in 2008, and in the world from 2008 to 2012.

BRAND EQUITY OF APPLE

Brand equity is a phrase used in the marketing industry to try to describe the value of having a well-known brand name. Apple is organized differently from all other competitors.

Apple is relatively uninterested in competition

Apple values the whole consumer experience more than the actual technical performance

Apple has a healthy, rather distant relationship with retailers

Apple value people and rewards them handsomely Apple enhances status to the society.

ATRIBUTES OF A STRONG BRAND

A strong brand must have following attributes:
Relevancy Sustainable

Proper positioning Consistency Credibility

Inspirational

Uniqueness

ADVANTAGES OF A STRONG BRAND

Brands provide multiple sensory stimuli to enhance customer recognition.
Customers who are frequent purchasers of a particular brand becomes Brand Loyal. Well-developed and promoted brands make product positioning efforts more effective. A successful brand can extend the brand by adding new products under the same brand. Strong brands can lead to financial advantages through the concept of Brand Equity.