The answer, from the CEO of E&J Gallo Winery,...
"A brand is a promise to a customer of quality, image, and differentiation."
The definition elegantly boils down a complex concept to five key elements:
- a promise...a commitment from the company.
- Employees across the organization need to internalize that promise and live up to the commitment that is at the heart of the company/customer relationship
- a customer
- the company needs to understand the interests, demographic profile, characteristics, motivations of the customer. What makes them tick? Who are they?
- A clear picture of the target customer helps align the product, sales and marketing strategy, and positioning with the customer's interests and needs
- a value...be it an experience, physical good, or relationship
- an image
- a set of mental associations that complement the interests and self-image of the customer
- a differentiation
- a clearly unique proposition that is effectively communicated to and understood by the customer
- what is your brand's promise?
- who is your brand's customer?
- what is your brand's quality?
- what is your brand's image, mental associations, characteristics?
- what is your brand's differentiation?