When most people think of the word, “brand” they think of the Nike Swoosh, Ford “blue oval,” McDonalds Golden Arches, or the “State Farm is There” jingle.
But a brand is a lot more than a logo, icon, or memorable slogan. As catchy as it may sound, it isn’t the “brand” in the true sense—and it certainly isn’t what makes the brand valuable.
A company’s brand is a promise. And successful brands consistently deliver on their promises, which is how they create brand value.