---Start of dissertation---
According to the National Encyclopedia, a brand is "a specific trademark used to distinguish their own goods or services from others". It's a term that comes from the agrarian practice of burning the owner's initials or symbol into the cattle skin.
Another more modern definition of this word attributed to David A. Aaker is "a set of assets which are linked to a brand name or symbol, which contribute to the value of a product or service".
Aaker also defines branding as creating a unique position "in people's minds and eventually the market by communicating internally or externally by fulfilling the brand promise mad to its customers".
The identity, on the other hand, is the perception of the company and the values associated with it.
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Three concepts are key when building an identity:
1.- Core Identity: The foundation of the brand must be clear and consistent. Example: McDonald's identity is built around the concepts of "value, service, quality, family, children and cleanliness".
2.- Extended brand identity: Components that are flexible and can be modified depending on company initiative or market situations. These elements are related to visual styles, personality and tone.
3.- Brand essence: A slogan or tagline that communicates the brand's soul. For example, Nokia's "Conneting People".
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Brand equity according to Aaker
Familiarity: To trust a brand a customer must know it.
Loyalty: Loyal customers are cheaper as it requires less marketing costs to encourage them to buy again. It is also a feature that protects from competitors.
Perceived quality: It is necessary for the customer to believe that the offer (including service, experience and performance) is of value.
Associations: Positive and negative connotations associated with the brand that can be influenced by personal experiences, designs, symbols and many other factors.
----put this together with the exercise of humanising a product or viceversa----
Brands establish relationships with customers in a human way. In other words: brands are treated like individuals with their own set of values and beliefs.
Lusensky (2010) also considers a strong brand when it offers the possibility to sell any kind of product and keep continuity in their communications. An example of this is Disney, a company that sells products like toothpaste to services like vacations.
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The unceasing growing volume of similar products made very difficult for businesses to differentiate their products on only attributes. The companies that thrived and even charged more for their products were those that differentiated themselves using emotional benefits to connect to their customers in a different way. This can only be achieved through branding.
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To understand how brands work it's important to understand what motivates human beings. Abraham Maslow claimed that we all aspire to reach the top of his pyramid, either consciously or unconsciously. This can only be done by completely satisfying the steps below.
Nowadays, the lower part of the pyramid represent the basic needs our modern, convenient and relatively safe society. After fulfilling that, we look for something more. Customers choose brands to tell others who they are and what they believe in. Consuming it's a modern way of expression.
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Kevin Roberts, Saatchi & Saatchi agency CEO, claims brands will evolve into something that customers truly love and remain totally devoted to. He names them "Lovemarks", and there are three main factors for this evolution:
1.- Mystery. Stories and mythology surrounding a brand engages the audiences.
2.- Sensuality. Not only through sight , but we experience the world through touch, smell, taste and hearing. In the future, brands will engage customers through all senses.
3.- Intimacy. Dialogue instead a one-way communication.
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