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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 ?
I am thrilled to join Ogilvy PR and excited to work with this talented team to grow the brand marketing practice in New York," said Smith.
Originally a director in Cone's Brand Marketing discipline, Byron Calamese transitioned to the agency's business development group in January 2010.
An ideal guiding coalition has eight to 10 people all of whom have an appreciation of what brand marketing can do for the institution.
He joins from Nestle Rowntree where he was head of brand marketing.
With the evolution of the marketplace serving as a driving force in the success of companies nationwide, a brand ambassador program serves as a nice addition to the existing marketing and communication services already offered by Buzz Brand Marketing.
Fleishman joined the agency in 2000 to lead the Brand Marketing discipline, the agency's marketing public relations practice.
The emphasis on product as a pivotal element in brand marketing is partly the result of the proliferation of designer names.
One only has to look at how brand logos are squeezed on to every available inch of a racing-driver's overalls, every spare wall or fence at a sports stadium to see how central a role sponsorship plays in contemporary brand marketing.
com)-- Buzz Brand Marketing, a boutique-style marketing firm has announced plans to expand to Houston, Texas.
Growing Silicon Valley Brand Marketing and Interactive Agency Secures Key Hire, Promotion and Expands Service Offerings
the independent brand marketing resource, announced today the launch of a new brand marketing service, Engaging Women Through Wellness(TM).
31 /PRNewswire-FirstCall/ -- Global Brand Marketing, Inc.