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  • Mads Hagemann Nielsen thinks this is interesting:

Brands have financial value because they have created assets in the minds and hearts of customers, distributors, prescribers, opinion leaders. These assets are brand awareness, beliefs of exclusivity and superiority of some valued benefit, and emotional bonding. This is what is expressed in the traditional definition of a brand: ‘a brand is a set of mental associations, held by the consumer, which add to the perceived value of a product or service’ (Keller, 1998). These associations should be unique (exclusivity), strong (saliency) and positive (desirable).

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Cover of The New Strategic Brand Management, 5th Edition

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