For lawyers, every brand is a distinctive sign, visually perceptible, that identifies and distinguishes products and services of others, and certify them with certain standards or specifications.
Philip Kotler, exceeding the limits graphics, defines brand as “a promise from the seller to offer, consistently, a specific group of features, benefits and services to buyers.”
According to David Aaker, brand is “a different name and / or symbol (such as a logo, trademark, design or packaging) to identify the goods or services of one seller or group of sellers and differentiate those goods and services from those of competitors”.
Without ignoring the theories of marketing studied by masters of the subject, to the “branders” of 5brand Project, brand is all that and more. Based on pure perception, the database is creating the project points to new ways of looking at the brands that is meaningful for people. Many perceive brand as something that goes beyond product or service. The marks are no longer on supermarket shelves and not in the yellow pages. People perceive something as a mark that has a public meaning, which synthesizes a state of mind, which has a greater significance.
For example: Jesus Christ, Sierra Nevada, Caipirinha, Peace and Love, Obama. Are not in the supermarket shelves or in the yellow pages, but brands are much quoted by our branders.
Aaker argues that brand that is “a set of human characteristics associated with a particular brand.” That topic, of “human characteristics” is what I like. I confess that on several occasions I tried to summarize what I understand about it, but each time we analyze our database, each time a new user signs up, new insights appear.
We are fascinated by this project and want to share with you our insights and fields of research. But one thing we already found out: you, your name, what you are and how people see you, is a brand. Manage your brand very well, ok?
Let’s brand people!
Martin Henkel – 5brand Team
