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A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.
—Seth GodinDon’t overact the story of your name. Overact the story of your work.
—Karl LagerfeldYour premium brand had better be delivering something special, or it’s not going to get the business.
—Warren BuffettBrand is just a perception, and perception will match reality over time. Sometimes it will be ahead, other times it will be behind. But brand is simply a collective impression some have about a product.
—Elon MuskEvery advertisement should be thought of as a contribution to the complex symbol which is the brand image.
—David OgilvyA brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.
—Jeff BezosA product can be quickly outdated, but a successful brand is timeless.
—Stephen KingI knew exactly what I wanted to do. I wanted to build some kind of lifestyle brand that was preppy and cool.
—Tommy HilfigerThe key to branding, especially for smaller firms, is to focus on a limited number of issue areas and develop superb expertise in those areas.
—Philip KotlerBe so good they can’t ignore you.
—Steve MartinWith a brand like Gucci, you have to give something that belongs to beautiful Italian culture in terms of craftsmanship and materials.
—Alessandro MicheleWhen people use your brand name as a verb, that is remarkable.
—Meg WhitmanIf people believe they share values with a company, they will stay loyal to the brand.
—Howard Schultz
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(This story appears in the 14 August, 2020 issue of Forbes India. To visit our Archives, click here.)