What is a brand

A brand is essentially a promise that a company or product make and delivers to a customer. It is about much more than a fancy logo and advertising campaign, and is a reflection of what the company does, how it behaves and what it communicates.

A notable example of this is IKEA, with its distinctive blue and yellow warehouse style buildings which are instantly recognisable and associated with the retailer.

At McDonald’s, people know what to expect when they walk in. This is reinforced by the consistent look and feel of all restaurants.

ASDA sells itself on good value for money and a wide selection of products which are well understood and trusted by customers. The group’s warehouse-style stores and clear internal layouts support these.

Audi as a company carries its values of technical innovation from the well-engineered cars it develops into the experience customers receive at the showroom.