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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 ?
Van den Brande, who was accompanied by the chairs of the CoR's political groups, visited the old town with Mavrou who invited him to Cyprus following Van den Brande's proposal last year to name the CoR's meeting place in Brussels "Open Ledra Street".
As for Luc Van den Brande, he said that he hoped his recent meetings with member states' parliamentary institutions will result in "institutionalised work methods" between the CoR and national parliaments for matters relating to subsidiarity.
However, last month Brande walked out on Hugh Hefner to start a new career in TV.
The two co-presidents were elected at the inaugural meeting: Luc Van den Brande, CoR president, and Mohamed Boudra, mayor of the Moroccan city of Al Hoceima.
EQT said that it intends to keep the headquarters of the Brandtex Group in Brande, Denmark.
With just a few weeks to go before the spring European Council, which will focus on the future of the growth and employment strategy, the President of the Committee of the Regions (CoR), Luc Van den Brande, repeated his request to further involve local authorities in the definition and implementation of the new strategy.
It has a total of 265 employees and production facilities at Haastrup, Tibe and Brande in Denmark.