Evolution of Brand Think
There are many brand models that have been built over the years, and many of them with varying degrees of usefulness. In the last few years there has been a huge shift to the weight of the human and culture in the development of a sustainable brand. A brand can be many things, and for the purpose of this paper we will use our definition which is as follows:
“Brand: A consistent, valued experience for the customer.”
Other definitions are helpful in understanding how others view brand as well. At a recent conference, Gelb Consulting, a Houston-based research company, in partnership with Gulf Publishing, the international publishing and events business dedicated to the energy sector, researched the important role of the corporate brand in the Oil & Gas industry. They found that the bottom line was whether or not a customer was willing to pay a premium for a particular service or product. If the customer would only buy a product or service based on discounts provided, then there is no brand equity.
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