The word “brand” is probably the most abused word in marketing today. You’ll hear it being bandied about in almost every marketing discussion, with everyone assuming that everyone else knows exactly what it means. And it’s taken as accepted wisdom that it is the job of marketing to create brand loyalty. Well, it’s not.
But before we get into why it isn’t, we need to define our terms. I define the term “brand” from the customer’s perspective, as:
A set of experiences with a company that are transformed and codified into an attitude towards the company’s products, services, etc.