What's the concept of brand? Wikipedia said in his article< Brand>: Brands were originally developed as labels of ownership: name, term, design, symbol. However, today it is what they do for people that matters much more, how they reflect and engage them, how they define their aspiration and enable them to do more. Powerful brands can drive success in competitive and financial markets, and indeed become the organization's most valuable assets.
Marketers engaged in branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. A brand image, a concept introduced in 1955 by Burleigh B. Gardner and Sidney J. Levy, may be developed by attributing a "personality" to or associating an "image" with a product or service, whereby the personality or image is "branded" into the consciousness of consumers. A brand is therefore one of the most valuable elements in an advertising theme. The art of creating and maintaining a brand is called brand
management.
A brand which is widely known in the marketplace acquires brand recognition. When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it is said to have achieved brand franchise. One goal in brand recognition is the identification of a brand without the name of the company present. For example, Disney has been successful at branding with their particular script font (originally created for Walt Disney's "signature" logo), which it used in the logo for go.com.
"DNA" refers to the unique attributes, essence, purpose, or profile of a brand and, therefore, a company. The term is borrowed from the biological DNA, the molecular "blueprint" or genetic profile of an organism which determines its unique characteristics.
The act of associating a product or service with a brand has become part of pop culture. Most products have some kind of brand identity, from common table salt to designer clothes. In non-commercial contexts, the marketing of entities which supply ideas or promises rather than product and services (e.g. political parties or religious organizations) may also be known as "branding".
The ultimate accolade for a brand is to be at the top of its category. Once this has happened, however, it risks becoming generic and being unable to act as a brand - the ability to distinguish goods from different producers.
In <Branding Financial Services>Saunders and Watters said:The financial brand is a kind of immaterial assets, is an important headspring of the commercial bank core competencies, open along with the financial market, the development of science and technology, management environment and people of demanding change continuously, the commercial bank hases already be aware of to establish the financial brand is an irresistible general trend, is also an of the utmost urgency, but currently financial brand construction in existence a series of realistic problem, can't adapt the development request of the bank. The bank should analyse the finanacil brand present, using an elucidation to position in the brand, the marketing, management and maintenance etc. aspect, how develop the core of the financial brand value, promote the competition ability of the bank brand, the aggressive implement" financial brand strategy.
