what is a brand? It is not a logo, a cooperate identity system or an identity manual. Consistency doesn't create a brand. a product is not a brand either. a brand is the vibe or gut feeling about a product, service or company. we get a gut feeling because we're emotional creatures and attach emotions to most things even when you try not to if I were to say Nike you'd get a feeling from it if it's good or bad that is your point of view of it. each person had experiences that would lead to their behaviour towards that. a brand is not what a company wants it to be nesseseraly its what people say it is. A company must therefore work to make the consumer have their ideals, that is the task of brand management.
the idea of brands isn't new but the why a brand association will change how we think of it as we have such abundance of options and anything can be tailored to you. the purchase is more symbolic and you buy a lifestyle and a ticket into a subgenre. it's less about the quality of service or product its about an assessment of the features associated with the brand.
what is a brand worth? Neumer seems sure that you can. what he says is that you can try, brands estimate the worth and he takes a look at coca-cola which 60% of its value is based on the stock value. but the reason to why brand value is difficult to be measured is that it consists of many parts and not all of them are measurable but they base most of it on stock value anyway. companies always try to up their value one of the easiest ways to do that is to focus on the design, as it and encourage trust in the brand. coca-cola's brand value without the branding halves without the branding, if you were to buy off-brand coke you can easily save a pound and a bit.
Neumeier, M. (2003). The brand gap. Berkeley, Calif. New Riders.
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