BRANDING has been called a science and an art while a brand experience is defined as “the totality of all sensations, feelings, thoughts and actions evoked by a brand.” In his book “Principles of Marketing,” American author Philip Kotler defines a brand as “a name, term, sign symbol ( or a combination of these) that identifies the maker or seller of the product.” Of course, we all know the top famous and most recognized global brands: Apple, Google, Microsoft, Amazon, and Coca-Cola.
In the Philippines, the top five brands according to various sources are Jollibee, Ayala Corporation, Philippine Airlines, San Miguel Corporation and BDO. As communications and PR practitioners, we are often asked if we know or can recommend branding experts who can help our clients define their brands. I have personally known and worked with branding master Ric Gindap, CEO and Creative and Strategic Director of Design for Tomorrow, so I asked him the following questions for him to give us an overview of how he got into this field and the wealth of services they are capable of doing.
He answered all of my questions in a most comprehensive way, so I hope this can give our readers a solid introduction and background to the creative world of branding. Branding came about because of chaos. Historically, branding is an act of assertion of ownership.
Kings, farmers, and landlords would need a way to identify which sheep belong to whom when they get mixed in a pasture, for example. So, to avo.
