Basically, a brand is the emotional connection people make with an organization. A brand comprises many elements, both tangible and intangible, and is based on everything an organization says and does: its values and beliefs; the experiences it offers; and the messages it communicates, to name a few.
It is important to have a strong brand. A strong brand inspires trust, loyalty and a sense of excellence. Without it, an organization cannot stand out from the crowd.
Brands are popular in the corporate world. They are becoming more popular in academic settings, particularly among universities who look to distinguish themselves in an effort to attract the best students, the most accomplished faculty and greater research funding.
As competition increases for these important assets, a strong brand can be the difference between failure and success.