What is a Brand?

I recently heard a very succinct and compelling answer to the question, "how do you define the concept of a brand?"

The answer, from the CEO of E&J Gallo Winery,...

"A brand is a promise to a customer of quality, image, and differentiation."

The definition elegantly boils down a complex concept to five key elements:

1. a promise...a commitment from the company.
   
1. Employees across the organization need to internalize that promise and live up to the commitment that is at the heart of the company/customer relationship
2. a customer
   
1. the company needs to understand the interests, demographic profile, characteristics, motivations of the customer. What makes them tick? Who are they?
   
2. A clear picture of the target customer helps align the product, sales and marketing strategy, and positioning with the customer's interests and needs
   
3. quality
   
1. a value...be it an experience, physical good, or relationship
   
4. an image
   
1. a set of mental associations that complement the interests and self-image of the customer
   
5. a differentiation
   
1. a clearly unique proposition that is effectively communicated to and understood by the customer

I think all five elements are worthy of thought and reflection.

• what is your brand's promise?
• who is your brand's customer?
• what is your brand's quality?
• what is your brand's image, mental associations, characteristics?
• what is your brand's differentiation?

Simple questions with surprisingly hard answers.