Let’s do an experiment. Close your eye and think of the first word that comes to mind when I say Apple. How about McDonald’s? Prada? If your answers were something like elegance, Happy Meal and luxury, respectively, you understand the power of brand. A brand can create vivid images in your mind of a business. It can also create powerful emotions in people’s brains. No wonder large businesses spend millions in creating and protecting their brands. The brand doesn’t have to be the purview of large companies only. Small business can, and must, do everything in their capacity to cultivate and manage their brand image.
Just what is a brand?