What Is a Brand?

A brand is NOT a logotype, it is NOT an identity manual, and it is NOT a product. - So, what then is a brand?

Expresso Group defines the brand as the GUT FEELING about a company, product, software, solution, service, or individual. It is a gut feeling because people are emotional, intuitive beings - no matter in their professional life or in their private life.

A brand is a gut feeling, because a brand is equal to what emotions and associations we get when interacting with a brand shape our perception of the brand, thus our:

• •Willingness to pay for added brand value 
• •Willingness to promote the brand to others
• •Willingness to become a recurring customer

How is your brand being perceived? Reach out to find out!