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The difference between a brand and branding Most experts define what a brand is in one of two ways. The first set of defifinitions focuses on some of the elements that make up a brand: • “The intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised.”2 • “A name, sign, or symbol used to identify items or services of the seller(s) and to differentiate them from goods of competitors. | The essentials of branding from The Big Book of Marketing McGraw-Hill 2010 This PDF is designed to be printed double-sided to help you conserve paper. CONTENTS Introduction 1 The difference between a brand and branding 2 Starting a branding project 4 Start with the right reason 4 Start with the right commitment 4 Start with the right business strategy 5 Start with the right focus Customers 5 Analyze the brand s equity 6 Uncover insights and identify opportunities 7 The brand strategy 8 Defining the brand idea 8 Defining the brand architecture 9 Defining the brand personality 10 Producing the creative brief 12 Creating the brand experience 13 Crafting the verbal identity 13 Designing the visual and sensory identities 15 Testing verbal and visual identities 22 Delivering the brand experience 23 Managing a brand 24 Measuring the performance of a brand 26 Tracking brand strength 26 Measuring brand value 27 Case study BP 30 Delivering the brand .
