Subject areaRevenue and sales
A brand is the set of name, distinctive signs and promises through which a company or a product is recognised, together with the idea customers form of it over time.
The registered trademark is the part protected by law; the brand also includes what people think and feel when they meet it.
The articles on this site look at it mainly from the side of risk. The race for efficiency driven by artificial intelligence is producing a market of indistinguishable brands, and the user now expects the brand, or the AI agent representing it, to adapt in real time. The value a brand accumulates is measured by brand equity, and it is built or eroded at every touchpoint (a point of contact between customer and brand).
An example
Two banks offer the same current account on the same terms; the customer picks the one they trust more, and that trust, built over years of consistent behaviour, is the work of the brand.
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Enrico Giubertoni. Licensed under CC BY-NC 4.0: you may quote, translate and adapt this entry with the author’s name and a link, stating any changes. For commercial use, write to info@enricogiubertoni.com
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