by Tiffany Robertson | KEZA intern
A brand is a product, service, or concept that is publicly distinguished from other products, services, or concepts so that it can be easily communicated and usually marketed. The intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised.
A good brand is arguably the essential tool of success for any business, product or service, because it is no longer the product, which is bought, sold or traded, but the brand itself.6 As products and services become produced, traded and consumed on the global market, brands become something of value to every industry, interconnecting the globe in what Naomi Klein, author of No Logo likes to call “a web of brands.”
I have been thinking a lot about the power of branding and the way the media has become such an influential player in the success of a company, product, idea, movement, and even country. Branding has this same power to communicate, to reframe, promote, spread awareness, oppress, EMPOWER. I will be updating my blog this week around the concepts of branding as a tool for social justice. Follow me on the journey and see how Keza is quickly becoming an international branding player.
