A brand is a promise
Today, billions are spent on advertising. The question is are brands being built?
Creating awareness of your name or product cannot build your brand if your brand does not command respect or position.
A Brand is a promise. You need constancy within the totality of tangible and intangible characteristics to build a brand.
The tangibles and intangibles are a company’s name, trademarks, values, label designs, symbols and all the thoughts, feelings, associations, expectations and customer experiences both conscious and sub-conscious.