{"id":14184,"date":"2023-11-06T12:26:58","date_gmt":"2023-11-06T06:56:58","guid":{"rendered":"https:\/\/winnerbrands.in\/?p=14184"},"modified":"2023-11-06T12:31:14","modified_gmt":"2023-11-06T07:01:14","slug":"whats-a-brand-and-why-should-you-care","status":"publish","type":"post","link":"https:\/\/winnerbrands.in\/marketing-101\/whats-a-brand-and-why-should-you-care\/","title":{"rendered":"What&#8217;s a Brand and Why Should You Care?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"14184\" class=\"elementor elementor-14184\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e516b91 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e516b91\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-069c22c\" data-id=\"069c22c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9f35cb0 elementor-widget elementor-widget-text-editor\" data-id=\"9f35cb0\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>The etymology of the word \u201cBrand\u201d traces its meaning to \u201can identifying mark made by a hot iron\u201d. This is consistent with its usage in the 1550s when ranchers started \u2018branding\u2019 cattle to indicate their ownership. During the late 19th century, with the evolution of consumerism, the literal meaning of the word was tweaked, and brand came to mean \u201ca tangible identifier of a commodity that indicates its source and differentiates it\u201d.<\/p><p>Over the last century, the definition of a brand has evolved from being centered on tangibles like name and logo to including intangibles- perceptions and experiences. David Ogilvy, widely regarded as the pioneer of advertising, gave a definition that comes closest to the 21st-century meaning of Brand. He defined brand as \u201cthe intangible sum of a product\u2019s attributes: its name, packaging, and price, its history, its reputation, and the way it\u2019s advertised\u201d.<\/p><p>Of course, with media democratization, rapid shifts in consumer behaviour and frequent category disruptions- the attributes in this definition have expanded to include many more aspects like people, processes, beliefs and practices associated with the brand. In summary, a brand is simply a \u201csum total of consumer perceptions\u201d.<\/p><p>Carrying a multilayered and multidimensional construct, \u201cBrand\u201d is a loaded word today. This has some interesting implications on what brands mean in today&#8217;s world.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-98bcfcf elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"98bcfcf\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-divider{--divider-border-style:none;--divider-border-width:1px;--divider-color:#0c0d0e;--divider-icon-size:20px;--divider-element-spacing:10px;--divider-pattern-height:24px;--divider-pattern-size:20px;--divider-pattern-url:none;--divider-pattern-repeat:repeat-x}.elementor-widget-divider .elementor-divider{display:flex}.elementor-widget-divider .elementor-divider__text{font-size:15px;line-height:1;max-width:95%}.elementor-widget-divider .elementor-divider__element{margin:0 var(--divider-element-spacing);flex-shrink:0}.elementor-widget-divider .elementor-icon{font-size:var(--divider-icon-size)}.elementor-widget-divider .elementor-divider-separator{display:flex;margin:0;direction:ltr}.elementor-widget-divider--view-line_icon .elementor-divider-separator,.elementor-widget-divider--view-line_text .elementor-divider-separator{align-items:center}.elementor-widget-divider--view-line_icon .elementor-divider-separator:after,.elementor-widget-divider--view-line_icon .elementor-divider-separator:before,.elementor-widget-divider--view-line_text .elementor-divider-separator:after,.elementor-widget-divider--view-line_text .elementor-divider-separator:before{display:block;content:\"\";border-bottom:0;flex-grow:1;border-top:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--element-align-left .elementor-divider .elementor-divider-separator>.elementor-divider__svg:first-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-left .elementor-divider-separator:before{content:none}.elementor-widget-divider--element-align-left .elementor-divider__element{margin-left:0}.elementor-widget-divider--element-align-right .elementor-divider .elementor-divider-separator>.elementor-divider__svg:last-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-right .elementor-divider-separator:after{content:none}.elementor-widget-divider--element-align-right .elementor-divider__element{margin-right:0}.elementor-widget-divider:not(.elementor-widget-divider--view-line_text):not(.elementor-widget-divider--view-line_icon) .elementor-divider-separator{border-top:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--separator-type-pattern{--divider-border-style:none}.elementor-widget-divider--separator-type-pattern.elementor-widget-divider--view-line .elementor-divider-separator,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:after,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:before,.elementor-widget-divider--separator-type-pattern:not([class*=elementor-widget-divider--view]) .elementor-divider-separator{width:100%;min-height:var(--divider-pattern-height);-webkit-mask-size:var(--divider-pattern-size) 100%;mask-size:var(--divider-pattern-size) 100%;-webkit-mask-repeat:var(--divider-pattern-repeat);mask-repeat:var(--divider-pattern-repeat);background-color:var(--divider-color);-webkit-mask-image:var(--divider-pattern-url);mask-image:var(--divider-pattern-url)}.elementor-widget-divider--no-spacing{--divider-pattern-size:auto}.elementor-widget-divider--bg-round{--divider-pattern-repeat:round}.rtl .elementor-widget-divider .elementor-divider__text{direction:rtl}.e-con-inner>.elementor-widget-divider,.e-con>.elementor-widget-divider{width:var(--container-widget-width,100%);--flex-grow:var(--container-widget-flex-grow)}<\/style>\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-54652d8 elementor-widget elementor-widget-heading\" data-id=\"54652d8\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h3 class=\"elementor-heading-title elementor-size-default\">#1 Brands drive choices\n<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f58c957 elementor-widget elementor-widget-text-editor\" data-id=\"f58c957\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>The world is getting increasingly cluttered and complicated; the choices are proliferating and attention spans are reducing. Brands have become a shorthand to ease choice-making across all spheres of life- personal, professional and social. In other words, brand is a filter that helps consumers cut through the clutter and make a choice.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ca7fb95 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"ca7fb95\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fdc50ed elementor-widget elementor-widget-heading\" data-id=\"fdc50ed\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">#2 Brands shape behaviors\n<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f062c8a elementor-widget elementor-widget-text-editor\" data-id=\"f062c8a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Given that consumers are relying on brands to help them make choices, brands can be a powerful influencer. There are many examples where brands have built new consumption habits or brought a paradigm shift in consumer behavior. Strong brands can nudge exploration and experimentation, challenging well-entrenched notions. The sphere of influence of each brand can vary widely though, depending on its strength.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5c328b4 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"5c328b4\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bc413cd elementor-widget elementor-widget-heading\" data-id=\"bc413cd\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">#3 Brands should appeal to both heart and mind<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2d9014f elementor-widget elementor-widget-text-editor\" data-id=\"2d9014f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Since brands are a sum total of \u2018perceptions\u2019, some marketers tend to over-play the emotional card. However, this can be a wrong move. Functional experience is the ultimate moment of truth for any brand. Before anything else, brands are quintessential problem solvers- and they need to do so with ease and elegance. To stand out, brands need to appeal to both mind and heart.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-be35ac4 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"be35ac4\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e5adb26 elementor-widget elementor-widget-heading\" data-id=\"e5adb26\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">#4 Brand is a living entity<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-55ea208 elementor-widget elementor-widget-text-editor\" data-id=\"55ea208\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>And like with any other living entity, for any brand its perceptions are constantly evolving. Hence, creating a good brand image is just the starting point. Brands cannot afford to rest on their laurels. Brand building is a continuous pursuit that should ensure that a brand lives up to and fortifies its reputation every day, with every transaction and at every touchpoint.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f49f3f1 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"f49f3f1\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4d33192 elementor-widget elementor-widget-heading\" data-id=\"4d33192\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">#5 Everyone is a brand\n<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5301ccb elementor-widget elementor-widget-text-editor\" data-id=\"5301ccb\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Perceptions aren\u2019t limited to commercial products. With the advent of social media and search engines, people are forming their own perceptions about everyone and everything. And perceptions matter in all spheres of life- be it professional or personal. Hence any entity- be it a person, place or a thing- is potentially a brand today. Like it or not, today <span style=\"text-decoration: underline;\"><a href=\"https:\/\/winnerbrands.in\/marketing-101\/you-are-a-brand-part-1\/\" target=\"_blank\" rel=\"noopener\">each one of us is a custodian of our own personal brand!<\/a><\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d16b597 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"d16b597\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-25337e9 elementor-widget elementor-widget-heading\" data-id=\"25337e9\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Implications for brand builders\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-65effc3 elementor-widget elementor-widget-text-editor\" data-id=\"65effc3\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Given the way the meaning of brand has evolved, there are interesting takeaways for people and organizations that want to build winning brands:<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8bf1236 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"8bf1236\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d5591eb elementor-widget elementor-widget-heading\" data-id=\"d5591eb\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">#1 Brand needs to stand for something\n<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0b9e0e9 elementor-widget elementor-widget-text-editor\" data-id=\"0b9e0e9\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Given that brands are shorthand for choice-making, brands need to make it easy for consumers by sharply owning an attribute that is relevant and resonates with them. This is a fundamental aspect of brand building as it helps brand break through the clutter and capture consumer attention. Standing for something today is more important, and it is no longer merely about something that brand says or communicates; rather, it is something that it does and demonstrates.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6d20f31 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"6d20f31\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d7ba30d elementor-widget elementor-widget-heading\" data-id=\"d7ba30d\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">#2 Brand building cannot be left to marketers alone<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-97b6780 elementor-widget elementor-widget-text-editor\" data-id=\"97b6780\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Probably two decades ago, product and communication were key to brand building. But that was also the time when media weights were the sole determinants of brand perceptions. This isn\u2019t the case today. Everything a brand does- from the way it treats its employees to the environment- matters to consumers and hence contributes to perceptions of a brand. This also means that brand building isn\u2019t solely the job of brand team anymore. Brand building is a mindset that needs to percolate across all functions in the organization.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9d12c13 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"9d12c13\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4f37b75 elementor-widget elementor-widget-heading\" data-id=\"4f37b75\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">#3 You only control a part of your brand narrative\n<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1a4029b elementor-widget elementor-widget-text-editor\" data-id=\"1a4029b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>As Jeff Bezos succinctly put it, \u201cyour brand is what people say about you when you&#8217;re not in the room\u201d. Today than ever, what consumers speak about the brand is a core determinant of how your brand is perceived. With the power to share at their fingertips and numerous ways of expressing their views- including reels, memes, reviews, comments or blogs- consumers can craft brands perceptions in many different ways. Thus, a potential consumer might already have formed strong brand perceptions even before the brand has had a chance to reach them.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9d46620 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"9d46620\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-940cce7 elementor-widget elementor-widget-heading\" data-id=\"940cce7\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">#4 Brands are expected to be good citizens\n<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0d0ff76 elementor-widget elementor-widget-text-editor\" data-id=\"0d0ff76\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>The broad expansion of digital literacy, rising power of vox populi and decreasing power distances between brands and consumers have put brands under a microscopic scrutiny. Today everything about a brand- from its operations to its antecedents and from its internal culture to vendor relationships- are all fair game for inspection and commenting. None of the attributes related to a brand can be divested from its products\/services, and they all combine to form brand perceptions. Transparency, integrity and a responsibility towards environment &amp; society are expected and demanded from brands. In other words, brands today are expected to play the role of a good citizen.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d7fc4a6 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"d7fc4a6\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0b16c5b elementor-widget elementor-widget-heading\" data-id=\"0b16c5b\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">#5 Brand building is a responsibility\n<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8df0b18 elementor-widget elementor-widget-text-editor\" data-id=\"8df0b18\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Brand builders need to appreciate that they operate in a very anxious and polarized world. In this uncertain world, trust is a very important currency because it gives consumers a much-needed sense of control and comfort. And brands are nothing but symbols of trust. The holy grail for every marketer is to ensure that their brand is trusted by its consumers. As a brand builder, you are the custodian of this trust, and you need to be cognizant of the fact that it&#8217;s a momentous responsibility.<\/p><p>We hope this piece helps you see your job as a brand builder in a new light.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1f53841 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"1f53841\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d61e0fe elementor-widget elementor-widget-heading\" data-id=\"d61e0fe\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Leverage the power of top marketing talent\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-24d34a3 elementor-widget elementor-widget-text-editor\" data-id=\"24d34a3\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>WinnerBrands helps organizations hire top marketing talent.<\/p><p>Be it performance marketing experts, content specialists, creative directors, designers, video editors or brand managers, we can help you find the right marketing talent to unlock your brand\u2019s potential.<\/p><p>Run by marketers for the marketers, we are already a preferred marketing talent partner for both established conglomerates and agile startups.<\/p><p>WinnerBrands can serve as the one-stop solution for all your marketing talent hires, offering you complete flexibility to engage this talent in your preferred engagement format-<\/p><ul><li>Full-time (on your payroll)<\/li><li>Contractual (on our payroll)<\/li><li>Or on a freelancing basis.<\/li><\/ul><p>\u00a0<\/p><p>So, if you are looking to onboard the best marketing talent, vetted by industry experts, in the shortest possible time, then WinnerBrands is your go-to place.<\/p><p>Talk to our founders and explore smarter ways to hire marketing talent by <a href=\"https:\/\/calendly.com\/asher-23\" target=\"_blank\" rel=\"noopener\"><em><span style=\"text-decoration: underline;\">clicking here<\/span><\/em><\/a><\/p><p><br \/>Cheers,<br \/>Team WinnerBrands<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fa5e094 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"fa5e094\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>The etymology of the word \u201cBrand\u201d traces its meaning to \u201can identifying mark made by a hot iron\u201d. This is consistent with its usage in the 1550s when ranchers started \u2018branding\u2019 cattle to indicate their ownership. During the late 19th century, with the evolution of consumerism, the literal meaning of the word was tweaked, and [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":13014,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[24],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What&#039;s a Brand and Why Should You Care? - WinnerBrands - Helping brands leverage the power of top marketing talent<\/title>\n<meta name=\"description\" content=\"The definition of a brand has evolved from being centered on tangibles like name and logo to including intangibles- perceptions and experiences.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/winnerbrands.in\/marketing-101\/whats-a-brand-and-why-should-you-care\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What&#039;s a Brand and Why Should You Care? - WinnerBrands - Helping brands leverage the power of top marketing talent\" \/>\n<meta property=\"og:description\" content=\"The definition of a brand has evolved from being centered on tangibles like name and logo to including intangibles- perceptions and experiences.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/winnerbrands.in\/marketing-101\/whats-a-brand-and-why-should-you-care\/\" \/>\n<meta property=\"og:site_name\" content=\"WinnerBrands - Helping brands leverage the power of top marketing talent\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/winnerbrands\" \/>\n<meta property=\"article:published_time\" content=\"2023-11-06T06:56:58+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-11-06T07:01:14+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/11\/Personal-Branding.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1080\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Akhil\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@WinnerBrandsCo\" \/>\n<meta name=\"twitter:site\" content=\"@WinnerBrandsCo\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Akhil\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/winnerbrands.in\/marketing-101\/whats-a-brand-and-why-should-you-care\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/winnerbrands.in\/marketing-101\/whats-a-brand-and-why-should-you-care\/\"},\"author\":{\"name\":\"Akhil\",\"@id\":\"https:\/\/winnerbrands.in\/#\/schema\/person\/733ea915e1b1ec54db700e2cf6ad6d57\"},\"headline\":\"What&#8217;s a Brand and Why Should You Care?\",\"datePublished\":\"2023-11-06T06:56:58+00:00\",\"dateModified\":\"2023-11-06T07:01:14+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/winnerbrands.in\/marketing-101\/whats-a-brand-and-why-should-you-care\/\"},\"wordCount\":1237,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/winnerbrands.in\/#organization\"},\"articleSection\":[\"Marketing 101\"],\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/winnerbrands.in\/marketing-101\/whats-a-brand-and-why-should-you-care\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/winnerbrands.in\/marketing-101\/whats-a-brand-and-why-should-you-care\/\",\"url\":\"https:\/\/winnerbrands.in\/marketing-101\/whats-a-brand-and-why-should-you-care\/\",\"name\":\"What's a Brand and Why Should You Care? 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