The words "brand" and "branding" are often bandied around without a clear understanding of what they mean or entail. If you ask the common man what exactly a "brand" is, 9 out of 10 are unable to answer clearly or with any level of confidence. Simply put and to paraphrase the words of one of the marketing greats. A product is something that is made in a factory; a brand is something that is bought by a customer. While a product can be copied by a competitor; a brand is unique. And while a product can be quickly outdated; a successful brand is timeless.
A brand therefore, is not just a product on a supermarket shelf but anything which is distinguished positively from similar products or services.
The Brand = Product + Packaging + Added values
The Brand = Functional + Psychological+ Economic Benefits
The Brand = Quality + Image + Price
At Epson we believe in and pursue five fundamentals in an effort to be not just a good or successful brand , but a great one: Consistency in delivering on our promise, Superior products and processes, Distinctive positioning and customer experience, Alignment of internal and external commitment to the brand and An ability to stay relevant.
