Branding is what your customers say it is
To begin with, we need to know the definition of brand. "A brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers." ( American Marketing Association ). So how about branding? It is not just a logo, "branding is endowing products and services with the power of a brand"said by Kotler & Keller. As the video said"When people use your brand as a verb, that is remarkable", for example,"google it", "skype your family", "photoshop your picture", which means everyone has acknowledged your brand. Achieving this goal is not an easy work, the main reason is that we have to spend a lot of time listening to the groundswell of customers. Listening to the groundswell reveals new insights. Understanding customers' habits and preferences can make brand owner get beyond the bias of surveys and the limitations of focus grou...