A “Genuine Brand” as defined by Duane E. Knapp is, “the internalized sum of all impressions received by customers and consumers resulting in a distinctive position in their mind’s eye based on perceived emotional and functional beliefs”. I define a “Genuine Brand” with fewer words as: “a standard by which corporation, individual of group of individuals look to operate”.
The myth that a brand is something created only by men in business suits sitting in a boardroom on 5th Avenue keeps the individual from really breaking out. You, a single person, can create your own brand and showcase your own character. It’s not just about big companies advertising to the masses, it’s about you as a person defining yourself from the rest of the population.
