Nation Branding, Argues That Brand Is Intangible Because It Has Brand Value As Outlines in His Book Brand New Justice
NATION BRAND ING: STORY OF BANGLADESH Brand: Unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors. Over time, this image becomes associated with a level of credibility, quality, and satisfaction in the consumer's mind (see positioning). Thus brands help harried consumers in crowded and complex marketplace, by standing for certain benefits and value. Legal name for a brand is trademark and, when it identifies or represents a firm, it is called a brand name. See also corporate identity. Branding: The process involved in creating a unique name and image for a product in the consumers' mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers. LITERATURE REVIEW In developing a brand identity for Bangladesh, first the term – brand should be understood. A more sophisticated definition is offered by Aaker (1996): a brand is a multidimensional assortment of functional, emotional, relational and strategic elements that collectively generate a unique set of associations in the public mind. Brand is defined as “a name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors (Kotler, 2001)”. A brand is a promise that is made to customers about the quality and value of the products or services they purchase (Kotler, 2003). The best brands convey a warranty of quality.
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