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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 ?
7]: There is a significant relationship between brand image and perceived quality.
The highest correlation is seen between the perceived quality and brand image, while the lowest correlation is seen between brand loyalty and brand awareness.
A positive relationship was found between restaurant brand awareness and brand image.
This view of brand image is similar to the definitions of Aaker (1991) who stated that a brand image is a set of associations, usually organized in some meaningful way.
Implicit in all the above definitions is that brand image is a consumer-constructed notion of the brand.
Gardner and Ricciuti are available for presentations on "Truth in Advertising," "How to Build a Better Brand Image," or related topics.
The American Cancer Society stood out with the strongest brand image due in large part to its standing as the single most relevant nonprofit organization among consumers.
As auto manufacturers continue to rely significantly on new models, they need to understand that they will not be able to win customers over with great design alone if their brand image cannot support it.
Although Mercedes Benz and Lexus spent significantly less in advertising - $145 million and $257 million respectively - they rated the highest in overall brand image, showing that they clearly connect well with their target audience.
MediaBin automation enables corporations, Web firms and dot-coms to produce high volumes of brand images, product photographs and logos just-in-time and fit-for-use.
LOAD Media Network delivers video files straight to a user's computer, preserving the quality of the advertisers' brand image regardless of the end user's connection speed.
MediaBin enables Ford to automate the production of brand images for much faster Web and brochure updates, making them immediately available to support faster time-to-market for our Ford Division campaigns," said Jan Klug, marketing communications manager for the Ford Division of Ford Motor Company.