When is a brand born?
If brand equity is defined as:
"A set of assets and liabilities linked to a brand’s name and symbol that adds to (or subtracts from) the perceived value of the product"
When then is a brand considered born?
Answer:
A brand is born the day the federal government recognizes a registered trademark for it.
Before that happens, it's just a concept or, worse, a label for a good for which the label is "unprotected" against being copied.
Don't confuse a trademark (legal registration), which does not have almost any value unless is also a brand, with a brand name.
It is born the moment that the public starts identifying the product with a name. That is the brand.
According to your definition, which is right, they start associating assets and liabilities to that brand name. The brand is born.
"A set of assets and liabilities linked to a brand’s name and symbol that adds to (or subtracts from) the perceived value of the product"
When then is a brand considered born?
Answer:
A brand is born the day the federal government recognizes a registered trademark for it.
Before that happens, it's just a concept or, worse, a label for a good for which the label is "unprotected" against being copied.
Don't confuse a trademark (legal registration), which does not have almost any value unless is also a brand, with a brand name.
It is born the moment that the public starts identifying the product with a name. That is the brand.
According to your definition, which is right, they start associating assets and liabilities to that brand name. The brand is born.
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