Please read the following and explain what the author means"...No matter how tangible, technical or mundane a product is, the product is not the brand." Also, explain how we can apply this with innovative biotech products.

Meaning is the stud~ of brands. All good marketers know this. No matter how tangible. technical, or mundane a pmduct is, the product is not the brand. Products are branded by giving them \"leani'gg. Through n'nrhetirrg1 a product is made more meaningful to the consumer than it would be of its own accord. Here is an example. Let's assume we're selling hamburgers. We could simply sell hamburgers, just as they are. Our product is a hamburger. and a hamburger is a hamburger. OF course. if we're ambitious, ave could make sure our ham- burgers are not the same as anyone else's hamburgers. We can oil-er a special version of the hamburger, a better burgerone with a special sauce. for in- stance. Alternatively, we can sell an ordinary hamburger but extend the offer to include other things with it. such as Free 'ench ies. delivery, or Internet access while you eat. In the end, consumers might nd what we do meaningsl enough to purchase our hamburgers. But the meaning is left to daem to find; we are simply selling a product. A brand. on the other hand, provides this meaning directly to the consumer. So how do we brand our hamburger? We must go beyond selling the product itself, no matter how superior we believe it is. We must transcend the idea of the product as a physical or objective entity. We must create and convey the meaning of the product so that the consumer's idea of the product is the idea that we want them to have. Thus, we must make a leap from the world of things to the world of ideas. Unfortunately, most discussions of branding in business books seems to make this process more difficult for marketers than it should be. The core issue of meaning is often obfuscated by catchy terms that imply that there is some magic, or even a proprietary secret, at stake. Brands become the unique selling proposition, the big idea, the value proposition, the commitment, or the promise. Even helpful terms, such as benefit and positioning, are often used more as buzzwords. Such discussions often obscure the fact that branding is the difficult (but actually very straightforward) process of making a product meaningful. To do this, we must express the brand meaning in words. This chapter shows how to write a brand positioning statement to give your brand meaning