Based on some of my previous discussions on branding can be termed as a psychological concept. It has everything to do with perception. You first define the value you want the market to perceive of or from your product, sometimes the value is truly existent, other times the audience is manipulated to believe that it is. Whichever the case, it all boils down to how a brand is communicated to the public and how consistently that is done. The lifespan of a brand however is closely linked to how true the value is.To build a successful brand one must invest in communications, by this I mean a strong graphic logo, a strong graphic campaign [advertising], a strong key message, a good and consistent Public Relations campaign, quality representation and packaging of the product or service. A brand promise is the value that it proposes its consumer or audience that it will deliver to them. When the value promised is actually delivered to or experienced by the consumer of the product or service, then the BRAND is said to have INTEGRITY or VALUE EQUITY.When a brand has successfully captured and owned a word, category in the mind of the consumer, to the point where the trust it and would prefer to use nothing else other than the product or service itself, then the BRAND is said to have LOYALTY. When the majority of general consumers are aware brand’s message, clearly understands can effectively communicate it to another party, a BRAND is said to have STRENGTH.I can provide so much information but there is a lot more to learn about brands, how to brand a physical product, how to brand a virtual or web-based product or service, from naming them to packaging them. I recommend you read books by Al & Laura Ries for a great deal more.

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