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


a distinctive name, term, sign, symbol or design used to identify a firm's product and to distinguish it from similar products offered by competitors. A brand may be given legal protection through the use of TRADEMARKS and COPYRIGHT. See BRANDING.


the name, term or symbol given to a product by a supplier in order to distinguish his offering from that of similar products supplied by competitors. Brand names are used as a focal point of PRODUCT DIFFERENTIATION between suppliers.

In most countries, brand names and trade marks are required to be registered with a central authority so as to ensure that they are uniquely applied to a single, specific product. This makes it easier for consumers to identify the product when making a purchase and also protects suppliers against unscrupulous imitators. See INTELLECTUAL PROPERTY RIGHTS, BRAND TRANSFERENCE.

References in periodicals archive ?
The key to leveraging a brand throughout an organization is to make it the glue that brings people together," says Libby Sartain, senior vice president of human resources at Yahoo
Producers have relationships with brands that must be nurtured," says Mark Vogel, executive vice president of brand management for Osborn & Barr Communications, St.
Their collective opinion of a company creates the brand effect in the first place.
Each easy-to-navigate brand profile walks you through the various phases' spending in four critical areas of product management:
True brand management takes into consideration every contact point with the market.
As part of the your brand check-up, also take a close look at who is keeping the brand fire alive and burning.
With quality a given in today's product marketplace, why pay extra for a brand name?
That is the core message of Brand from the Inside: Eight Essentials to Emotionally Connect Your Employees to Your Business.
This year, the firm is spinning its brand off of a series of initiatives planned for its 100th anniversary (Coldwell Banker was founded in San Francisco in 1906) including a commemorative coffee table book and a Hall of Fame timeline featuring the companies and industry leaders which have played such a vital role in the company's evolution.
An ideal guiding coalition has eight to 10 people all of whom have an appreciation of what brand marketing can do for the institution.
The goal was to launch a fully developed brand at an internal meeting in February 2004--a tight timeline for any private-sector company developing a new brand, let alone a government organization.