Brand Building - What Is It?

Brawn: There's something like 26 competing definitions of brand in the academic literature, so i don't think there's really broad alinement on exactly what brand building means. We at the institute, we've got a very particular spin on brand building that we call performance branding. Like performance marketing, its data iven. It's financially framed. Unlike performance marketing, it's really about results at the top of the funnel. And for us, kind of the key difference is that, in performance marketing is about generating a lead, Performance Branding is about creating a memory which will be recalled in a future buying situation.