Brand is one of those perfectly good words that has picked up a lot of baggage over the past decade. At one point, it simply meant the label used to signify a product. Chiquita bananas. Ford cars. Coca-Cola. Now we talk about personal brands, political brands and brand management. And even though the conversation around brand has become bloated with jargon and gobbledygook, its importance can't be oversold. Marketing guru Seth Godin defines brand as "the set of expectations, memories, stories and relationships that, taken together, account for a consumer's decision to choose one product or service over another."
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To read the original article: Introducing Entrepreneur's Top Brands of 2014: Learn Their Secrets | Entrepreneur.com
