1

Source: Book

Title: No Logo

Surname: Klein

Initial: N
Page: 5

Year: 2000

Publisher: Flamingo

ISBN 0 00 255919 6

Quote

"Think of the brand as the core meaning of the modern corporation, and of the advertisement as one vehicle used to convey that meaning to the world."

Analysis

A brand is what a product/service stands for. A brand is used to “sell” a given product/service. It can be used to convey a lifestyle associated with the purchase of the product/service. Advertising is the link between the brand and the consumer. It communicates the core meaning and value of the brand.