Look
a around, . . . we live in a world of brands.
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Virtually
no other phenomenon has engaged the minds of corporate management
quite like the concept of “the brand.” Brands
identify products and services. Yet a brand is much more
than a “brand name” or a “brand logo”
on a “brand-name product.”
Brands
reflect individual and collective desires that go far beyond
a product’s utilitarian benefit. Brands are found
in every business and in every market. The sense of fascination
they evoke is the key to their success and the brand thus
becomes a cultural icon, immediately recognized and in some
cases fashion chic.
Brands
are represented by signs and symbols, gestures and images.
They stand for values, hopes, and desires, for experiences
and expectations. They evoke emotions and associations.
Brands play a crucial role in business competition
and have also become a highly significant social phenomenon.
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