What is a Brand?

Paul Feldwick

Brands not only constitute one of the most important elements of modern advertising, but are also crucial to the health of the broader economic marketplace.

What is a Brand?

Paul Feldwick

Towards the end of 1989 the Marketing Society held a major conference in London. Its title was 'The Immortal Brand', and its publicity made prominent use of a quote from the Group Chief Executive of United Biscuits:

'Buildings age and become dilapidated. Machines wear out. People die. But what live on are the brands.'

The visual design accompanying this theme was striking. The immortal brand was represented by a stylised, golden sun with a face on, reminiscent of an entertainment at the court of le roi soleil.The sun rose above a classical...

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