# Q1C · Explain the Concept of Brand and discuss how brands are associated with physical attributes and intangible values

Subject: Advertising and Public Relations

Exam: TEE

Reader: https://deep-learning-study-room.vercel.app/apr/#tee/papers/paper-2023-12-05/q1c

Canonical: https://deep-learning-study-room.vercel.app/read/apr/tee/papers/paper-2023-12-05--q1c/

Actual TEE paper · 100 marks · Q1 compulsory + any four complete Q2–Q7

### 2023-12-05 · Q1C · Previous-paper question. Explain the Concept of Brand and discuss how brands are associated with physical attributes and intangible values. [5 marks]

#### Answer

**Definition.** A brand identifies an offering and distinguishes it from alternatives through names, signs and other associations. Brand identity is the intended presentation; brand image is the audience’s actual perception.

**In simple words.** Logo identity ka part hai; audience ke dimaag ka meaning image hai.

Swipe across the diagram to read its labels ↔

![Identity is intended; image is perceived](https://deep-learning-study-room.vercel.app/apr/fig/brand.1a03b95528.svg)

Diagram: Identity is intended; image is perceived. Labels: Identity is intended; image is perceived | Identity is intended; image is perceived | 1. Identity | Name, signs and intended associations. | 2. Touchpoints | Product, service, packaging and messages. | 3. Image | What the audience actually understands and | feels. | 4. Equity | Value added by accumulated brand associations.

What a brand is: identity, image and promise — follow the labels in order.

## Understand it step by step

1. **Identifier:** a name, logo, colour scheme, packaging or sound helps people recognise the offering. Recognition reduces search effort.
2. **Association:** people connect the identifier with experiences and expectations such as reliability, value or convenience.
3. **Promise:** communication makes a claim about the experience. Product performance and service determine whether that promise is credible.
4. **Identity versus image:** the brand may intend “premium and helpful” while customers experience “expensive and slow”. Management must investigate and close that gap.

## See it in use

#### Real campaign · Amul topical advertising

Amul maintains an archive of topical advertisements. A recognisable character and brand identity can remain consistent while the specific topical message changes. This is an application of consistency with creative variation.

[Campaign / case source ↗](https://old.amul.com/m/amul-hits)