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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 ?
Both tap handles have color decals that depict the brands, and on top of the handle is a riverboat, a vessel that is part of the brand imagery and the heritage of the city of LaCrosse.
Aside from advertising, brand imagery is a key to understanding why and how vac brands have increased in equity, Krzeminski said.
We haven't done this to sell more bloody taps, we have gone into it as a joint venture with the Jockeys' Association to give us some brand imagery and get their scheme off the ground, and it is a shame not all the jockeys have got the logic of it.
A brand imagery study provided the necessary insight that helped make the name change a successful turning point.
The National Geographic site serves to market the print magazine and offers strong brand imagery.
For marketers who believe that rational benefits and brand imagery are the only basis for powerful sales messages, the notion of playing to psychological needs is clearly a ground-breaking concept.
Codaco's winning card has been to secure a very broad distribution of an unusually wide assortment of tea products, with a distinctive upscale brand imagery and better than average quality and consistency.
In particular, they have been searching for quality products at affordable prices regardless of the much ballyhooed brand imagery.
To compete against the national brands (and retailer competitors), retailers must invest in their brand imagery and support for store brands -- and remember that packaging influences the quality perception of a product, Saillant says.
Solid loyalty among niche brands means that product performance, not brand imagery, matters.
The added value and benefits of LYCRA fiber will be signalled to consumers through new hang-tags and brand imagery.