Branding 101

The concept of a “brand” is widely used in marketing parlance but scientists and educators may have only a passing understanding of its meaning and nuances.

A brand is the perceived personality – or set of attributes -- of a product or corporation,  but also, one could argue, of a politician, a turnpike, residents of a certain city, or any other entity.  In other words, a brand is a set of emotional responses, reactions and memories in response to something.
 
For example, Starbucks does not just sell coffee. It is has worked hard to be seen as a socially-responsible corporation with welcoming storefronts (lots of them); American Express means credit cards and travel but has also positioned itself to represent prestige and high social status; Hampton Inns offer inexpensive but clean and conveniently located rooms.

Once a brand is well established and people have a positive perception about it, those in charge of such matters work hard to be sure their brands remain strong.  When the Tylenol tampering scare unfolded, Johnson & Johnson CEO James Burke was widely credited with “saving the brand” by reacting quickly and decisively, getting all product off the shelf and appearing live on national television to assure consumers that he would personally assure the safety and efficacy of his company’s products.
 
When New York was being battered by poor publicity from a period of high crime and a dirty infrastructure, the “I Love NY” campaign was developed. Yes, the city addressed many of the things that were producing a negative vibe, but an ongoing annual multimillion dollar annual marketing campaign was developed to “re-brand” the city, convincing businesses, tourists, and residents that New York City is a great place to visit, live and invest in. 
 
Brands take a long time to develop and even a strong brand can lose strength and linger or die.  If Pan Am had the best airline service and best value in the world, it might still be with us, and if General Motors cannot improve their products and convince Americans that their cars are better than Toyotas or Hondas, its future is questionable.