A brand is a construction consumers make of a product/service. The teams behind products/services aim to position them as good as possible in the minds of their targeted customers. In this respect, they attribute their specific product or service certain elements of identifications. Such identification elements are: a name, a symbol (for instance a trademark, a logo, a sign, or a package design), a color or a feeling (Aaker, 1991, p.7).
“A brand is an asset of differentiating promises that links a product to its customers” (Stuart Agres, Young & Rubicam in Fombrun, 2007, p.232). Based on an experiment conducted by Young & Rubicam for ...
