Branding Basics Contd. Brands are: What the customer buys the receptical of the emotional values over and above the functional values of the product/service much more difficult to copy and thus compete with a major potential source of differentiation longer-lived brands can transcend the original product/service. It is the products DNABranding Basics Cont’d. • Brands are:- – What the customer buys – the receptical of the emotional values over and above the functional values of the product/service – much more difficult to copy and thus compete with – a major potential source of differentiation – longer-lived - brands can transcend the original product/service. It is the product’s DNA