What is Brand, Anyway?

Brand is…

“a mark left on the minds and hearts of consumers, which creates a specific sense of meaning and feeling” (Wijaya, 2011; 2013), thus brand is more than just a logo, name, symbol, trademark, or label that allows consumers identifying a product.

“a seller or manufacturer promise” (Morel, 2003) that continually delivers a unity display, advantages and services to buyers.

“a relationship” (McNally et al., 2004) that involves a kind of trust.

“amount of an entity, a psychical connection creates a bond of loyalty with a buyer or prospective buyers and offers, and it often includes a layer of perceived added value” (Post, 2005).



Wijaya, B. S. (2011). Branderpreneurship: Brand Development-Based Entrepreneurship. Proceeding International Conference on Business and Communication (ICBC)

Wijaya, B. S. (2013). Dimensions of Brand Image: A Conceptual Review from the Perspective of Brand Communication. European Journal of Business and Management, 5 (31), 55-65

Morel, M. (2003). Promote Your Business. New South Wales, Australia: Allen & Unwin

McNally, D., & Speak, K. D. (2004). Be Your Own Brand. Jakarta: Gramedia

Post, K. (2005). Brain Tattoos: Creating Unique Brands that Stick in Your Customers’ Minds. New York: Amacom


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