In class, Professor Miller showed the class a bunch of brands.

The purpose of this exercise was to highlight this important aspect of brand meanings:

a) What a brand represents is very consistent across everybody.

b) A brand's meaning is controlled by the brand.

c) Brands do a great job creating the meaning associated with a symbol or tagline.

d) A brand's meaning is up to potential and actual customers.

Answer: C.

Brands do a great job creating the meaning associated with a symbol or tagline.

Explanation: Branding is important because not only is it what makes a memorable impression on consumers but it allows your customers and clients to know what to expect from your company.

There are many areas that are used to develop a brand including advertising, customer service, promotional merchandise, reputation, and logo.

The purpose of branding is knowing and consistently living from a true identity, from a real story, so that executive leadership, sales, marketing, product, support, operations, and corporate culture all align and mature in a compelling manner that is meaningful to anyone who encounters the collection of people who make up a brand. A brand is the story of people headed in a direction, inviting you to journey with them.

A brand is a product, service, or concept that is publicly distinguished from other products, services, or concepts so that it can be easily communicated and usually marketed. A brand name is the name of the distinctive product, service, or concept. Branding is the process of creating and disseminating the brand name.