A brand today is an entity (product, service, company, person, technology, etc.) that offers a set of value exchange measures between what the owner/market seeks and the price he is willing to pay for.

We live in a marketing world today. Everywhere you go, every corner you pass and any discussion you have is bound to be about brandsbe it an F1 race, the World Cup, some big corporate scandals, some IT products/services you just bought, etc. Brands are all around us. Most CEOs and brand/marketing managers have realized that they are dealing with a very chaotic situation today in terms of brand building and marketing.

In recent years, the concept of brand building has increasingly gained acceptance by companies throughout Asia as the next most important business direction to pursue vigorously and aggressively. We have also seen a sudden influx of brand consultancy firms from The West as they have begun to establish their offices in Asian countries. At the same time, we see design, PR and advertising firms calling themselves "brand consultants". We also watch many awards and recognitions being conferred on products or companies to turn their status from being a generic to being "branded".

Economic challenges coupled with liberalization of the Asian trading markets today and in years to come will continue to compel Asian - owned brands and companies to be increasingly marketing - and brand- savvy. Brands can no longer hope to compete based on just quality, low - cost and price. Well-known brands and/or MNCs can equally play that game with greater efficiency and effectiveness. At the same time, these large companies can easily tap into producers based in China, Vietnam, India or countries in Eastern Europe to obtain low-cost products.

What is a Brand Today? : Satisfying Value Dimensions,product, service, company, person, technology,value exchange,marketing world,World Cup,big corporates,marketing managers,promotional skills,Economic challenges,
trading markets,communications,competitive information,consumers pick,
consumer decisions,Public Relations,policy making,brand management,retail location, store environment,functional quality.