Clevr Thoughts

Branding

What is a Brand?

What is a Brand?

Ask a dozen people and you’ll likely get a dozen different answers.  The truth is that the definition of a brand has evolved over the years. The most common misconception is that a company’s brand is their logo and slogan. The American Marketing Association (AMA) defines a brand as a “name, term, sign, symbol, design, or a combination of them intended to identify the goods and services of one seller and to differentiate them from those of other sellers.” These elements are certainly part of a brand but the entire brand platform is much bigger in scope.