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What is a Brand?

A promise of value and performance
A reason to choose an offering
A relationship between an organization and its intended audiences
An effective or emotional connection that a customer or user has with an offering or organization
The experiences customers have with an enterprise or offering
The sum total of how customers perceive an organization
An organization’s reputation for outstanding and differentiated value

What a Brand is NOT

A logo
A tagline
A product line
A mission or vision statement
A value proposition

Brand is the cognitive and affective space where institutional identity and individual identity encounter, experience and converse with each other.

-Snavely Associates

To learn more about what we do and how we can help you, click on the "What We Do” button. For access to branding resources for CoB faculty and staff, click on the "Branding Resources" button and login with your JMU eid and password.

Branding Resources

(Requires Authentication with eID)

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