Arek Dvornechuck
Branding Expert
What Is Branding in 2026? Defined By 10 Experts
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Branding is an important concept for any business looking to establish itself in the marketplace.
What exactly is branding?
In this article, we will examine definitions and insights on branding from 10 leading experts in the field.
Understanding branding from multiple perspectives gives a well-rounded view on this critical aspect of business strategy.
Alina Wheeler is a Philadelphia-based author, educator, and branding consultant.
She is best known for her book "Designing Brand Identity: an essential guide for the entire branding team," a comprehensive and visually stimulating guide to creating compelling brand identities.
Alina Wheeler defines branding as:
"Branding is the process of creating mental structures and helping consumers organize their knowledge about products and services in a way that clarifies their decision making."
Key points:
Marty Neumeier is a prolific author and speaker primarily known for his work in the realm of branding.
His seminal books "The Brand Gap" and "ZAG" provide insightful guides to modern brand creation and differentiation, offering a fresh and relevant perspective to the field.
Marty Neumeier's definition of what is a brand:
"A brand is a person's gut feeling about a product, service, or company. It's not what YOU say it is. It's what THEY say it is."
Key points:
David Aaker is a recognized authority on branding, having developed several notable concepts in the field.
He's particularly famous for the Aaker Model, a brand equity model that highlights the necessity of brand identity.
His numerous publications have influenced and shaped the world of brand management.
David Aaker defines a brand as:
"A distinguishing name and/or symbol (such as a logo, trademark, or package design) intended to identify the goods or services of either one seller or a group of sellers, and to differentiate those goods or services from those of competitors."
Key points:
Seth Godin is a bestselling author, entrepreneur, and public speaker who has become an influential figure in the marketing and branding world.
Known for his forward-thinking concepts, Godin’s works such as "Purple Cow" and "Tribes" have revolutionized the way businesses perceive and interact with their customers.
His brand definition is:
"A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer's decision to choose one product or service over another."
Key points:
Laura Ries is a branding expert and the co-founder of Ries & Ries, a consulting firm.
Alongside her father and business partner, Al Ries, Laura co-authored several influential books on branding and marketing.
Including "The 22 Immutable Laws of Branding" (link) and "The Fall of Advertising and the Rise of PR." (link).
She defines a brand as:
"A brand is a unique promise that connects a product or service to a customer."
Key points:
Walter Landor was a pioneer in branding and design.
As the founder of Landor Associates, he was responsible for creating and transforming some of the world's most recognizable brands.
His innovative approach to branding, linking it with design and corporate identity, has made a significant impact on the industry.
He described branding like this:
"Products are made in the factory, but brands are created in the mind."
Key points:
Philip Kotler is often referred to as the "father of modern marketing."
He is an esteemed professor at the Kellogg School of Management and the author of over 60 marketing books, including "Marketing Management," which is widely used in business schools worldwide.
His concepts of strategic marketing and customer-oriented business have significantly influenced the field of branding.
His definition is:
"A brand is a name, term, design, symbol or any other feature that identifies one seller's good or service as distinct from those of other sellers."
Key points:
Jack Trout was a business strategist and the author of numerous books on marketing and business strategy.
His most popular book is "Positioning: The Battle for Your Mind," a book he co-authored with Al Ries.
Trout was a pioneer in the field of positioning and branding, and his concepts continue to guide modern marketing strategies.
His perspective is:
"Branding is not just about getting your target market to select you over the competition. It's about getting into the mind of your prospect and staying there."
Key points:
Tom Blackett is a branding consultant and former Deputy Chairman of Interbrand, one of the world's leading brand consultancies.
Blackett's work primarily focuses on the role of brands in creating business value.
His book "Trademarks" is considered a fundamental resource on the subject.
He defines a brand like this:
"A brand is a collection of perceptions in the mind of the consumer."
Key points:
Jean-Noël Kapferer is a renowned professor and author known for his research in the fields of brand management and marketing strategies.
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His works such as "The New Strategic Brand Management" and "Luxury Strategy" are widely recognized for their insights on building and maintaining strong brand identities.
Jean's definition of brand is:
"The brand is not the product. It's the product's meaning."
Key points:
While the exact wording differs, common themes emerge from these expert definitions of branding.
Branding revolves around consumer perceptions, impressions and relationships with a product or service.
It provides differentiation and shapes purchasing decisions.
Branding taps into intangible associations that connect customers to companies and products on a deeper level than just physical attributes.
Understanding branding at a strategic level is essential for any organization looking to create lasting connections with customers.
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