Why brands matter

When people make choices between soap, shoes, banks, whiskey, phones, or gas stations. They are choosing between different BRANDS. But before they can choose you, they must first know that you exist and what you offer. Without awareness, your brand does not exist.

People can have strong feelings for or against brands. This is the BRAND IMAGE, the summed up associations and perceptions they have of you. Every time a (brand) memory is activated and brought to consciousness, it is reassembled. This means that every experience and interpretation that people have with your brand, good or bad, will be part of in to this cluster of perceptions and associations.

The job that BRAND MANAGEMENT should do is getting as many customers as possible to know that you exist. Then get them to think the things you want them to think, when they think about your brand.