The term “brand” has its roots in livestock branding. People would mark the cattle they own by “branding” them with unique distinctive symbols to differentiate them from cattle owned by other people.
The same concept can be found in ecommerce’s use of the word “brand.” Most people would think that it simply refers to the logo, icon, catchphrase, and name (or any combination of these) that a company uses to distinguish itself from other similar companies in the market, however, a brand is more than just these assets alone.
What Makes Up a Brand?
A brand is more than just a logo or a catchphrase. It is, more importantly, the company identity distilled into one being. It represents everything that a company has stood for and promises to its customers. It is the reason for the company’s existence and the quality and traits that differentiate it from others.
For a brand to be competitive and have staying power in the public arena, it needs to be constantly in tune with the market’s needs, and be able to adapt to changing public demands and trends.