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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 ?
Brandes is a consultant to AstraZeneca, which sponsored her study.
With annotation in a rich range of primary and secondary sources, Brandes explains and evaluates subsequent charges of profiteering.
Brandes pays no attention to Wilson's observation, and only slightly more to the precedent established by the War Industries Board.
Dieter Brandes has been an independent consultant since 1993, and addressed 300 conventions and seminars.
VW spokesman Frank Gaube said the company was happy to count Brandes as a major investor.
Major shareholders including Standard Life and Brandes suggested the latest offer, worth 400p a share, should be considered but M&S stood firm.
Brandes led the way to proving that expectation false.
Meiwes said Brandes - who had travelled from Berlin after answering his internet posting under the pseudonym 'Franky' seeking a young man for 'slaughter and consumption' - wanted to be stabbed to death after drinking a bottle of cold medicine to lose consciousness.