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Why 'brand' is not a buzzword
Executive Grapevine | Executive Grapevine International Ltd

Why 'brand' is not a buzzword

What is a brand? The word ‘brand’ is one of the most used – and misused – words in business. But, when attempting to go beyond simple marketing jargon, a brand is – put simply – a USP and a guarantee of growth.

Brands such as Apple and Coca Cola are worth billions of dollars as stand-alone companies – but people buy in for the brand, for that instantaneous recognition. Justin Bieber is as much of a brand as Facebook, and both rely on this identity to influence and achieve their corporate objectives.

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