Wait... There's a Difference Between Brands and Products?

Brands and products seem like synonyms. I used to think that they were just whatever a company was selling. The truth is, they have very different meanings. Products are anything being sold. Brands are not physical matter. They are the perception that comes with all products.


Let me elaborate. Products can change; brands cannot. Products are made in factories, while brands are formed in the minds of consumers. According to my advertising professor Hobart, brands are the sum of a company's products, marketing materials, advertising, consumer experiences, public relations efforts, and emotional connection.


An example of true emotional branding is Starbucks. Up until a few years ago, they never used advertising one time. Not even once did they buy a commercial slot or a newspaper write-up. Starbucks became successful from its branding. Starbucks is known for its luscious experience, nice furniture, free Wi-Fi, and fine coffee. The customer experience is what has kept Starbucks famous and in business since 1971. More about the Starbucks success story can be found here: http://www.sosemarketing.com/2011/03/29/starbuck%E2%80%99s-success-is-its-word-of-mouthsocial-mediaviral-marketing-strategy/.


The YouTube video below also has a great explanation for the difference between brands and products.