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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 ?
It is easy to lose focus on the underlying heart of giving during the holiday season," said Joie Fuentes, Branders.
Visitors that Branders believed to have visited the website before the test began were not included in the test results.
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
LAHORE -- Pakistan Industrial and Traders Front-Founders Alliance leaders and candidates on Monday visited McLeod Road, Branders Road, Bilal Gunj and Ferozepur Road in connection with election of Lahore Chamber of Commerce and Industry (LCCI) scheduled for September 23 and 24.
Potential jobs of the future will include more farmers of genetically engineered crops and livestock, specialists in climate change reversal, and personal branders who will help individuals to establish their own brand across social networking sites.
In fact, while this book is not the number-one Doctor Recommended Book on Branding, it is a book endorsed by the Branding Professionals of America (BPA), the New Product Marketing Alliance (NPMA), and the Fast Branders of America (FBA).
Highly recommended for small business owners and big business branders or marketing consultants alike.
Maybe it's because the major branders have been quicker to take action in Europe, which itself is strange because American companies are not known as being shy when it comes to litigation.
This is even more true of National Branders whose long-term future looks bleak.
Patricia & Brenda Boral , Owners of Boral Branders , received the Emerging Hispanic Business of the Year Award.