Category is a group of Competitors.
Single Brand can belong to many Categories.
Content, although does not become an ownership of the customer, has the ability to add Values to the Product and the Brand.
Content is easier to produce than a Product and can be shared virally.
Therefore it is much more efficient at adding value than a Product, but its Values are not as strong as those offered by the Product.
Content mostly adds Soft Values.
Brand is an idea which Customer perceives.
In cases of group buying decisions term Customer can be used for that group or an organization because the final decision is a sum of all individual decisions.
All Brands offer values to multiple Customers and have to balance the conflicts.
Soft Value is a Value which Customer does not measure.
Examples of Soft Values: innovation, prestige, cool, social status, energetic, design.
Do not define the brand with Values which are promoted by the company but not accepted by Customers.
Brands can be personal, government, company, product, feature, location, or anything else which Customers perceive as an independent concept.
Brands must interact with Customers through Interactions which can be via Product or via Content.
Brands can be Mother or Sub-Brands.