(redirected from brander)
Also found in: Dictionary, Thesaurus, Medical, Legal, Idioms, Encyclopedia, Wikipedia.


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 ?
To close this section, we note how the assumptions in the model presented above differ from those used by Brander and Spencer [5], Sklivas [25], and Fershtman and Judd [8].
Sally Jenning, Mary Mayall, Val Johnson, Julie Pate, Tina Fisher (chief exec, Birmingham St Mary's Hospice)' Debbie Peglar, Anna Heath, Sue Knight' Yvonne McPhillips and Chris Bohemia' Marion Reed MBE, Caroline Preston, Jo Ball' Sarah Brander and Claire Barry
After we found the brander and the bottler, we just had to find the business,'' she said.
7 Heart fm, who opened the library; Gill Maguire, Librarian at NICE; Nick Venning, WMFRG; Cathy Baker, Former Corporate Service Director of the National Instiute of Conductive Education (NICE; John Gould, Zurich; Loxley Brown, Zurich; Erica Baker, Allied Irish Bank; Sarah Brander, Allied Irish Bank; Jacqueline Guyatt, participant and Istvan Szucs, conductor
com < Type of Organization: < Private < Industry: < Pharmaceutical < Key Executives: < President: Warren Brander < Assistant Manager: Yasuko Brander < President/General Manager < Contact: < Warren Brander Phone: < 604.
Some 30 Central Coast wineries will participate, including such well- known labels as Alban, Andrew Murray, Au Bon Climat, Beckmen, Brander, Calera, Claiborne & Churchill, Presidio, Qupe, Sanford, Talley and Turley.
Drawn From Wales -A School of Art in Swansea 1853-2003 is edited by Kirstine Brander Dunthorne, a senior lecturer at the art school.
10 BLANC: A most interesting wine, the 2004 Early Release sauvignon blanc from Santa Barbara County's Brander confirms my positive feelings about this winery's continuing sauvignon blanc efforts.
But the water was too hot at 89C and Mrs Brander suffered severe burns at Mendip House, a Durham County Council-run residential home in Chester-le-Street.
After the game, they rejoined the wedding party for the reception at Brander Lodge.
Bentley is former Brander Matthews Professor of Dramatic Literature at Columbia U.
Kate Hodges, Brian Herdman, Graham Eden, Doug Brander, Fran Connop; Ray Dalton, Jeanette Blenkinsop, Anne Sinnott, Ray Knowles; Tom Cullingford, John Jamison, Julie Robinson, Brian Herdman