Misconception about Brand & Branding

Branding is a relatively new concept which was developed in the 1980s. The concept was adopted much later by the companies in Pakistan. It was initiated by the multi-national companies in the country. Despite a lapse of almost two decades, many business executives and even marketers are either unfamiliar with or lack the precise understanding of what a brand is and what exactly is branding. Simply giving a product or a service a name or a logo does not make it a brand. Chambers dictionary defines a brand as a mark burnt into the skin of an animal. However, simply imprinting a mark or labeling a good or a service does not make a product or a service a brand.

Birth of the Branding Concept

Branding is a rather new concept: a single, seemingly innocuous idea conceived by the strategists Al Ries and his wife, Laura Al Ries in the mid-1980s. They believed that successful companies produced brands instead of products, that is, brands were intangible and existed only in the minds of the consumers