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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 ?
The best examples of a "University only" branding strategy (U) are reflected by the MBA programs at Harvard, Stanford, and Illinois.
These MBA programs are indicative of the individual branding strategy, whereby the school's brand name is a unique identifier for the product (MBA degree) offered.
Not only were the font size and logo consistent with the dual branding approach, the text in the web site reinforced this branding strategy.
Gecht also noted that EFI's acquisitions of Printcafe, T/R Systems and Best GmbH in 2003 required a branding strategy that effectively integrated those companies' best in class products with EFI's own leading technologies and solutions under a recognizable brand name to make it easy for its rapidly growing customer base to find the right solution for their needs.
As part of the new branding strategy, the companies operating under the Susquehanna Wealth Management brand will share a new, common logo design and will be co-branded as "a Susquehanna Wealth Management Company.
The new branding strategy, accompanied by a marketing and advertising campaign, will roll out this summer throughout company's market areas in central, eastern and northern Pennsylvania, southern New Jersey, western and central Maryland, and eastern West Virginia.
As part of this Macy's branding strategy, Federated will be introducing new reinvent features aimed at making the shopping experience more convenient and enjoyable in five major regional markets this year.
Most importantly, the top five branded operators worldwide only hold less than a 10% market share of this highly fragmented industry, providing an unusual opportunity to establish the platform for an international roll-up and branding strategy, offering ready to drink-coffee based beverages, private label mail order products and specialty sales operations.