What is a Brand and What Does It Consist Of?

Brand development plays a vital role in helping companies increase revenue. Numerous studies back this up.

For example, a survey by Salsify (Source link) revealed that 90% of U.S. consumers are willing to pay more for products from brands they trust.

According to Harvard Business Review (Source link), 64% of respondents said they purchase a product when they see the brand shares their values. Shared values drive six out of every ten purchases, according to the study.

In simple terms, a brand is a combination of attributes, associations, and images. These elements make a product recognizable to its target audience and help it stand out among competitors.

From a company’s perspective, a brand is an identity system, a risk-reduction tool, and a carrier of added value. It’s an intangible asset—a means to communicate values to consumers and establish a lasting presence in their minds.

For consumers, a brand is a complete image that arises when they hear about a company or its product. It’s also a promise of quality and the benefits of owning the product.

In this news post, we used the Nike logo as an illustrative example to demonstrate design principles and branding techniques. The iconic swoosh represents the power of effective branding and its impact on consumer recognition.