‘Branding and Marketing of Tea for the 21st ... - Africa Tea Convention
[Pages:104]`Branding and Marketing of Tea for the 21st Century customers including Millenials'
By#Dick#Waswa#####
!
What#Is#a#Brand?#
# Let$us$start$by$dispelling$
the$myths$
FIRST#
# A$brand$is$not$a$logo$
SECOND# A$brand$is$not$an$Iden6ty$
FINALLY#
# A$brand$is$not$a$
product$
So#What#exactly#
# ##is#a#brand?# #
$ A$brand$is$a$person's$gut$feeling$about$a$product,$ service,$or$organiza6on
$ It's$a$gut$feeling$because$people$are$emo6onal,$ intui6ve$beings
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