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B2B by Wilson Chew, Jacky Tai

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CHAPTER 01

What Is A Brand?

 

 

 

 

 

 

BEFORE we can embark on the journey of building a strong brand, we must first define correctly what a brand is. The journey of a thousand miles begins with the first step but if you step on a sharp nail with your very first step, that journey is going to take a long time to complete – or it may not happen at all. So it makes sense to first define what kind of an animal a brand actually is because if we are not clear on the definition of a brand, how will we know if we have actually built a strong brand?

You have read in the Introduction section of this book that a brand does not chase market opportunities, it chases a vision. Of course, brands do capitalise on market opportunities – they would be ...

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