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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 appears that the personality of a brand can non-consciously "push" or "nudge" a consumer to act in ways consistent with that personality when exposed to brand imagery.
And that's what building brand imagery and brand loyalty is all about.
Not to mention they've wrapped a few thousand cars, vans and semitrailers in brand imagery as well.
Investors will and should pay more for a firm that owns brands with favorable brand imagery associations and strong loyalty than a similar firm with less appealing brands (Madden et all 2006).
The analysis involved testing respondents' preferences under various scenarios in which combinations of information like price, brand name, brand imagery, product information or advertising were presented to consumers.
But the teenagers were confused by the health messages appearing on brightly coloured packets alongside brand imagery, and this blunted the effect of the warnings, said the researchers.
This time round the firm also has clearer advertising objectives -- it has to persuade lapsed users to come back to Andrex, must leverage the puppy, and rebuild the brand imagery by giving consumers a demonstrative reason why they should pay the brand premium (ie playing the new feel card).
Our consumers are telling us they prefer graphics that have taste appeal and support the brand imagery.
This reliability of visual appearance is critical to guarantee consistent brand imagery across all forms of collateral, packaging, signage and more.
The brand imagery is always beautiful and positive.
Having our brand on the top of a list in an unsolicited survey is definitely proof of the great success of Corona Extra and of the unique brand imagery that distinguishes our brand all over the world," said Jose Pares, Chief Sales and Marketing Officer at Grupo Modelo, the maker of Corona Extra.
With the new brand imagery and color cues across all of our flavors, now you'll see a stronger block of Pacific products on the shelf, making it easier for shoppers to find and buy their favorites.