brand name

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Brand Name

Anything that distinguishes a company's product from other, similar products. Examples of brands include logos, catchphrases, symbols or even the name of the company itself. Brand names make a product more recognizable and therefore are likely to attract customers and customer loyalty. There is often a sense among consumers that brand name products are somehow better than off-brand or generic products; as a result, brand name products are usually more expensive.

brand name

the name used to identify a particular BRAND. This can consist of a newly created word or phrase, or a conventional word or phrase adapted to have a particular meaning. The skill of advertising copywriters lies in creating or finding words which have a broad-ranging and powerful appeal, and which are meaningful and pronounceable in several languages. Once created, brand names can be given legal protection against unauthorized use by registering them as TRADEMARKS. See BRAND EXTENSION, GLOBAL BRAND.
References in periodicals archive ?
They said lighting heavyweights such as Philips and Osram also drum up subcontract orders in markets where the chance for their brand name operation is slim.
in Taiwan, where Delta is already a contract supplier and brand name supplier.
There's no question that Rivkin and Sutherland have thought long and deeply about brand names, and they offer more than a few insights.
Yet analyst Anavitarte says that's a dangerous strategy unless off brands dramatically improve customer service and product promotion and secure more contracts with brand names.
Typically, the scenario plays out in the following way in Latin America: retailers stock up with brand names before ordering cheaper white boxes; customers complain about generic brands having less quality and technical support; retailers return to ordering more brand names; white box makers cut prices and improve technical support and brand names respond by lowering prices.
While the three localized names, Pellon, Vlieseline and Fliselina, are changing to the universal brand name, Vilene, the product line will remain in same -- with all of the high quality interlinings that our customers have come to associate with Freudenberg worldwide.
The Vilene brand name had already been in use for Freudenberg interlining products in Great Britain and the Far East.
It's extremely expensive to build a brand name, because marketing expenses are like a black hole in outer space,'' he said.
a brand name consultancy that develops names and conducts brand name research for many of the world's Fortune 500 companies -- has fashioned a new slogan for the Medison Company of South Korea, a leading manufacturer of ultrasound diagnostic scanners for the medical community.