BRAND! BRAND!! BRAND!!!
Undoubtedly, this was the most used word in the past one year at the uni. No class, no discussion, no lecture was complete without the mention of this word in some context or the other, neither could one expect to remain aloof of this word while studying marketing. So what did I learn about brands in this past one year?
One of the most unique things that I have been intrigued about brands is their intangibility. For starters, intangibility may not even sound synonymous with brand, as a brand is often restricted to its name, logo, symbol or a jingle, the tangible features. But is that all about brands? Are these features enough to make a consumer remember, recognize and differentiate a brand from others? Continue reading