Brand - different notions

Based on Chernatony (2009), I note the following notions of brand:

Differentiation: name or sign to identify goods/services of one seller (to differentiate them from those of competitors)

Positioning: To deliver and communcate a specific funcational advantage to customers

Personality: Brand and staff values are aligned to enforce customers' trust toward a brand

Vision: Brand values are supportive to a specific vision, e.g. social well-being enhancement, resulting in higher customer commitment toward to a brand

Added value: Make use of pan-value chain-driven management to consistently manage touchpoints with customers, who are considered as co-creator of value; management team also measure brand equity to inform them to promote brand valuation.



Reference
Chernatony, L.d. (2009) "Towards the holy grail of defining 'brand'" Marketing Theory 9(1), pp. 101-105.