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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 ?
Yet social media faces the same challenge as the brand marketing channels that preceded it.
Brand marketing is an increasingly popular business book category laden with titles, most of which address the topic from a similar ground-level perspective.
For a brand positioning assessment, contact Richeur Brand Marketing on 02476 690100 or e-mail ideas@richeur.
A Perth-based Digital Marketing Agency, Positive Brand Marketing and Consulting, specializes in online business development and marketing strategies.
Brand Marketing Zone is an online marketing company that provides marketing solutions for entrepreneurs, schools, hospitals, corporations, and other organizations.
Nissan Motor Company (Nissan) (NASDAQ: NSANY) (TYO: 7201), a Japan-based automaker, has named Joel Ewanick as its new brand marketing chief.
In theory, the executive could simultaneously work with the retailer's brand marketing and product development staffs, he said.
An ideal guiding coalition has eight to 10 people all of whom have an appreciation of what brand marketing can do for the institution.
Aside from SEO, the company offers brand marketing services like Brand Establisher and Brand Booster to build brands for its clients that target markets can identify with.