• Brands differentiate, reduce risk and complexity, and communicate the benefits and value a product or service can provide.
• —— Philip Kotler

• A brand is the totality of perceptions everything yousee, hear, read, know, feel, think, etc. about a product, service, or business.
• —— Philip Kotler

• A brand is a short-cut of attributes, benefits, beliefs and values that differentiate, reduce complexity,and simplify the decision-making process.
• —— Philip Kotler

• Although branding is as much art as science, it goes far beyond cute logos and sharp package designs.It is a discipline that has the power to lead and influence; a discipline that belongs to theongterm strategyl ofan organization
• —— Philip Kotler

• Brands must not only be started. They must be built over time and modified over time.
• —— Philip Kotler

• Relevance, simplicity, and humanity not technology will distinguish brands in the future.
• —— Scott BedBury

• The future of brands is the future of business andthatsooner or later,the brand will become the only majorsustainable competitive advantage.
• —— Scott BedBury