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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.
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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.
Collins Dictionary of Business, 3rd ed. © 2002, 2005 C Pass, B Lowes, A Pendleton, L Chadwick, D O’Reilly and M Afferson


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.

Collins Dictionary of Economics, 4th ed. © C. Pass, B. Lowes, L. Davies 2005
References in periodicals archive ?
With the elder Cobelens focusing on design for the watches, Jordy took charge of global brand expansion.
This remains a priority alongside continued investment in network and brand expansion across the Mena region and globally.
JCB Europe is responsible for developing JCB brand expansion in terms of both the issuing and acquiring business throughout the European region.
Strategically speaking in terms of location, product and brand expansion, this is a valuable addition to Best Western's growing Malaysia portfolio.'
Based on internal deliberation and extensive consumer research with Rasasi Perfumes' existing customers, the company identified the 18ct diamond jewelry niche as the category for brand expansion. The new brand extension, Rasasi D'Or, aims to become the number one 18ct diamond jewelry brand in the region.
Ad Jaffa opted for a complete system, from mixing to baking and cooling, that gives them the ability to make two distinct biscuit styles on one line and also provides flexibility for further brand expansion in the future.
P&G announced in February it was looking to divest its Attento adult diaper brand because it did not fit into its global brand expansion strategy.
CELEBRITY jeweller Theo Fennell said it was holding talks with strategic partners to fund its US debut and brand expansion after a "record year" of sales.
* The danger for store brand expansion is that, taken together, the combined influence of brand and favored items carries more weight than price or freshness.
The year also saw brand expansion in its shower, anti-perspirant and skincare ranges, which helped achieve a ten per cent increase in sales to pounds 85 million.
Lampert and the Kmart board believe Lewis, 50, an executive with a strong reputation for brand expansion and team building, is their man.
In another tale of brand expansion and press release gobbledy-gook, 411 Video Magazine, the skate tape innovator, was sold to The Wasserman Group, some business types who do junk and own a bunch of stuff.