Happy Ntshingila

Group Executive

Group Marketing and Communications - ABSA 

Ask a room full of marketers or advertisers to define “a brand” and you will get a room full of answers. All are probably correct, because there is no right or wrong answer, no absolute definition of a brand. My personal favourite is that a brand is the manifestation of “an idea”. That idea could be in a product or service or in the way that product or service is communicated, delivered and ultimately perceived by consumers. Therefore it follows that a great brand is a “great idea” and a Superbrand is a “super idea”. Superbrands are very special and very successful. They are bigger than the product or service behind them and can even extend their meaning into our folklore. They do more than occupy our minds or our memories, they occupy our hearts.