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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 ?
Joanne Blight, Director in the Strategy Analytics Global Automotive Practice, added, "For PNDs, it is clear that Tom Tom's brand recognition lead in Western Europe is greater than Garmin's brand recognition lead over Tom Tom in the US.
All five brands have the strongest recognition in the Northeast; three--Gorham, Reed & Barton and International Silver--have the lowest brand recognition in the West.
Susan Ellman and Ellen Davis, sisters-in-law and founders, are proud of the company for receiving the recognition, a company that prides itself on customer satisfaction, community support and concentrates its marketing efforts on increasing brand recognition.
And as Korea inherently shares a great deal of similarities with China, Korean online games have a clear advantage in terms of appealing to Chinese sentiments and gaining strong brand recognition from the majority of China's mass gaming population.
Edgetech can build brand recognition by capitalizing on the ability to sell SpeechPhone's unique services on The Edge or as a packaged service for businesses and home.
Telecom Personal's ratings reflect its improved financial and operating profile, strong brand recognition and market position, improved customer mix, and implicit support from parent company Telecom Argentina.
CVNI works with private and public companies to provide specialized awareness and placement campaigns developed to establish and increase brand recognition for a company and its products.