brand

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Brand

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.

brand

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.

brand

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 Concert sponsor for $5,000 include: a select table of 10 (10 tickets); pre-event name recognition on Sherman Hospital digital screens; recognition during event speaking program; recognition on event video presentation; and name inclusion on event program card.
Although name recognition helped Sanford, it was a double-edged sword for second-tier candidate (http://www.teddyturnerforcongress.com/) Teddy Turner , son of CNN founder and well-known Democrat Ted Turner, Tompkins said.
Cain's name recognition increased from the low 20s in March to 40% in late May/early June, shortly after he announced his official candidacy.
Tulip sponsor: $250, name recognition in all publicity, two seats at the event, quarter-page ad in the program book, acknowledgment at the welcome, display table at the event.
The other component of image, name recognition, is also critical to growing a local wine industry.
* The company recently launched a major national advertising campaign to build name recognition beyond college campuses to the general public.
One option--it can solve story, music, and, occasionally, name recognition all in one blow--is to resuscitate the old nineteenth-century repertoire, be it Russian, French, or Danish.
I'm being honest with you." But Cowell says the same for runner-up Gareth Gates, so it's probably more about lack of name recognition than Young's being out.
Costco told Hanna that it doesn't plan to build a e-commerce site for several years; instead, building name recognition and trust will come first for the megastore.
"We just didn't have any name recognition and that was a cause of frustration for our own sales force."
"There are a lot of inquiries about getting name recognition in the U.S.
"When we changed, we lost valuable identity and name recognition. Now we have taken our name back and we want to assure our many customers that we never left."