BRANDING

“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.”  American Marketing Association

“To illustrate the definition of a product and the role it occupies in defining branding, one can use the example of WATER : Water is a free resource that every human being needs to live and survive. BUT WATER ALWAYS LOOKS THE SAME, DOESN’T IT? It is liquid and transparent. So, how can different companies sell the same product but still convince people to purchase their bottled water instead of the one from the competition?

In order to convince people to purchase a particular water, companies developed different water brands, such as Evian, Perrier, Fiji or Volvic. And each one of these brands provides a different meaning to the product water:
– Evian makes you feel young
– Perrier is refreshing, bubbling and sexy
– Fiji Water is pure, healthy and natural
…and so on.

In the end, a brand is a person’s gut feeling about a specific product or company. Each person creates his or her own version of it, and some brands increase or decrease in popularity because of how consumers feel about them.”

WATER