Brand is not only an image, a logo, a design or name of a product or organization. Brand is:
- Engagement, aspiration, quality, community, value and more
- Drives all internal and external marketing and communications
- The guide to implementing strategy and making decisions
- Decisions measured against the ethics of the brand
Is the essence of what the brand stands for. The “value” of the brand in consumer’s eyes goes beyond intrinsic value. Establishing brand DNA may be difficult and takes time.