discussion branding

In this assignment, you will reflect on effective branding techniques.

After reading The Brand Gap, respond to the following questions:

• According to the presentation, what is a brand?
• What company stands out to you as being successful with its brand? Why?
• What has the company done to successfully establish its brand?
• What has the company done to build relationships with its customers? What effect has this had on the company’s brand?

When responding to your peers, think about the idea that a customer’s view of a brand can be different from the company’s view of its own brand. How can a company align its vision with the customer’s vision?