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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 ?
After returning home, Brandes did a two-year course in economy at hotel school before moving into F&B, quickly working his way up to his goal of being an F&B manager, at the Reid's Palace Madeira in Portugal.
Kelvin measurements as applied to IC test do present challenges, Brandes explained: "The targets that need to be contacted with two electrically isolated, mechanically independent probes are very small and closely spaced (and getting smaller and closer).
To organize his entries, Brandes relies upon the Soho formula that Durkan used, which separates items by type of publication into sections, with each section organized internally by chronology.
Brandes said Charter wants to improve the center before seeking tenants for White City's other vacant spaces.
Brandes consumes data from multiple sources and utilises it across multiple systems.
No immediate comment was available from Brandes on the move, although private investors' rising prevalence among Volkswagen's top shareholders could step up pressure on management to cut costs and shore up profits.
He said that he expected other M&S investors to follow Brandes in accepting his 'final proposal' to pay 400p for each share.
Meiwes told the Kassel state court that Brandes wanted to be stabbed to death after drinking a bottle of medicine to lose consciousness.
Brandes led the way to proving that expectation false.
With more than 37 years of investment experience, BIPCo's affiliate, Brandes Investment Partners L.
She joins Brandes from Value Partners Group, where she was a fund manager in the Singapore office.