The 2022 edition of "Brand Finance South Africa 100", described
as "the annual report on the most valuable and strongest South
African brands", was recently published. As always, it
contains useful information and lessons.
Some general words on brands, brand value and
brand-building
The report contains this well-known and somewhat unwieldy
definition of a brand:
"brand is defined as a marketing related intangible asset
including, but not limited to, names, terms, signs, symbols, logos
and designs, intended to identify goods, services or entities,
creating distinctive imagery and associations in the minds of
stakeholders, thereby generating economic benefits."
This definition from branding guru Jeremy Sampson is certainly
far more user-friendly: "A brand is a promise made and a
promise kept. But as Henry Ford said: 'You can't build
reputation on what you say you are going to do', something
politicians seem oblivious to."
