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— Seth Godin"A brand is the set of expectations, memories, stores and relationships that, taken together, account for a consumer's decision to choose one product or service over another."
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Branding adds spirit and a soul to what would otherwise be a robotic, automated, generic price-value proposition. If branding is ultimately about the creation of human meaning, it follows logically that it is the humans who must ultimately provide it.
— David A. Aaker
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Suppliers and especially manufacturers have market power because they have information about a product or a service that the customer does not and cannot have, and does not need if he can trust the brand. This explains the profitability of brands.
— Peter Drucker
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