OUGD601 | 'What is Branding?' - M. Healey [Quotes]

'Patrick Barwise, in his introduction to The Economist 2004 collection of essays Brands and Branding, defines three distinct things that a brand can be' They are:

'A named product or service' - This refers to the branded item
'A trademark' - A name, logo or symbol
'A customer's beliefs about a product or service, epitomised by famous phrases - This economic value that occurs from such implicit trust in the brand is often called 'brand equity''

'What is Branding?' - M. Healey


'When we buy brands, we take part in their story: great brands reassure us as to what important role we play in their great story.'
'What is Branding?' - M. Healey

'At the heart of every branding effort there has to be a kernel of truth. The beauty of great branding lies in its ability to identify that truth, tell its story, make it look good, and build it into a valuable, emotional bond between producer and customer.'
'What is Branding?' - M. Healey