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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 ?
It helped him and it hurt him," the professor said of Teddy Turner's name recognition.
Three other Republicans Gallup tracks have name recognition scores of less than 35%: Indiana Gov.
Indeed, in national polls, Clark has lower name recognition than the least-known candidate in the Democratic field, Dennis Kucinich.
Another woman-owned business that receives a great deal of name recognition through its participation at the annual Trade Show is JLC Environmental Consultants, which derives it's name from its president and owner, Jennifer L.
This market is more difficult because we don't have brand name recognition," says Grupo Montes' Crespo.
DPR Group has the experience and industry contacts to successfully launch new companies and products and to significantly increase the name recognition of larger, more established companies.
A survey by the Japanese Nihon Keizai Shimbum newspaper found that Aflac had the highest name recognition of any foreign financial services company operating in the country, while Nikkei Business magazine named it the safest insurer among the 19th largest insurers in Japan.
Cardenas said he is still campaigning hard despite his advantage in fund raising and name recognition.
And for good reason: He's affable, he enjoys widespread name recognition and he's twice won elected office as a Republican in a city that's doggedly Democratic.
Amos said had grown the company's name recognition in the United States from 2% in 1990 to 80% today.
Her broad experience in marketing, communications, and public relations will enable her to provide strategic counsel and day-to-day execution of PR programs that will help our clients gain increased media exposure and name recognition.
Thanks to the duck, the company's name recognition in the United States has grown from 2% in 1990 to 80% today, and four of 10 people not only recognize the name, they can identify the company as a supplemental insurer, Amos said.