“Products are made in the factory, but brands are created in the mind”

“Products are made in the factory, but brands are created in the mind” is a popular saying that has been credited to brand designer Walter Landor (1913-1995). It’s uncertain when he first said it. “Products are made in factories. Brands are made in people’s heads” was cited in print in 1995. “The legendary Walter Landor said the same: ‘Products are made in the factory, but brands are created in the mind’” was cited in a 1998 book.
 
   
Wikipedia: Walter Landor
Walter Landor (9 July 1913 – 9 June 1995), born Walter Landauer in 1913 in Munich, Germany, was a brand design legend and the founder of Landor Associates. He was an acclaimed designer and a pioneer of branding and consumer research techniques widely used to this day. Landor Associates, the company he founded in 1941, has offices around the world.
 
“Products are made in the factory, but brands are created in the mind,” Walter Landor memorably stated. He had a particular gift for creating designs with broad popular appeal, such as the Coca-Cola script. Brands as diverse as General Electric, Japan Airlines, Levi Strauss, and Shell Oil all benefited from his vision and commitment.
         
Google Books
Marketing
By Warren J. Keegan, Sandra E. Moriarty and Tom Duncan
Englewood Cliffs, NJ: Prentice Hall
1995
Pg. 318:
“Products are made in factories. Brands are made in people’s heads.”
 
Google Books
Asia’s Best:
The Myth and Reality of Asia’s Most Successful Companies
By Michael A. Hamlin
New York, NY: Prentice Hall
1998  
Pg. 124:
The legendary Walter Landor said the same: “Products are made in the factory, but brands are created in the mind.”
 
Véronique Vienne
Walter Landor: The Captain of Klamath
Graphis, June 1999
(...)
“Products are made in a factory, but brands are created in the mind,” Landor once said. One of the most influential branding pioneers, he was already a well-known packaging designer at the time of this anecdote.
 
Google Groups: misc.business.marketing.moderated
How to calculate Brand Equity
dataeon
5/2/00
(...)
Walter Landor onced said ” Products are produced in the factory , while brands are created in the mind.”
 
Google Books
The Making of a Name:
The Inside Story of the Brands We Buy
By Steve Rivkin and Fraser Sutherland
New York, NY: Oxford University Press
2004
Pg. ix:
As Walter Landor once said, ‘Products are created in the factory, but brands are created in the mind.”
 
Google Books
One Land, One Billion Minds:
Insights on Branding in India
By Ramanujam Sridhar
Madras: Productivity & Quality Pub.
2006
Pg. 366:
“Products are created in the factory. Brands are created in the mind”—Walter Landor, advertising great
 
Google Books
Branding For Dummies
By Bill Chiaravalle and Barbara Findlay Schenck
Hoboken, NJ: John Wiley & Sons, Inc.
2015
Pg. 76:
Branding expert Walter Landor, the creative and strategic force behind many of the most famous brands you know today, is widely quoted for his assertion that “Products are made in the factory, but brands are created in the mind.”