Concept of brand triangle

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The concept of “brand”

A brand is an intangible asset, and because of its ethereal characteristics, different
people find different ways to make sense of it. This problem is not unique to brands
and has been documented with different metaphors in corporate identity.

In product markets, this results in managers stressing the brands functional form,
for example the nature of the car, rather than the physical Mercedes car. In the
corporate context managers, promote the importance of the corporations name, instead
of emphasizing the logically working together to reach the companies vision, culture,
and competencies thus resulting in an exceptional brand experiences. Managers are
confusing the idea of brand with the presentation of the brand. To appreciate this
important distinction, the brand concept and then the enactment of the brand will
be considered.

Through a thorough analysis of the literature on brands, and interviews with leading
edge brand consultants, a brand can be defined as a cluster of functional and emotional
values that promises stakeholders an exacting experience. This definition can be
universally applied across various environments such as corporations, cities, politicians,
products, and services, whose offerings are branded. Brands are characterized by
perceptual associations leading to stakeholders beliefs about the honesty of the
provider to deliver their promise. A way of visually conveying the characteristics
of a brand is to make everyone aware of the promise they are to deliver, is through
the brand triangle, as shown in figure 1.

Corporate branding triangle

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The Concept of Corporate Brands