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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.
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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.
Collins Dictionary of Business, 3rd ed. © 2002, 2005 C Pass, B Lowes, A Pendleton, L Chadwick, D O’Reilly and M Afferson


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.

Collins Dictionary of Economics, 4th ed. © C. Pass, B. Lowes, L. Davies 2005
References in periodicals archive ?
And while product brands are typically supported by brand managers and marketing teams, corporate brands rarely receive dedicated, full-time attention.
Customers Exercise Their Shopping Options % of consumers who said they would turn to another retail source (online, etc.) to find a specific product brand if their first choice of product brand in the following categories was not available Male Female Apparel & Accessories 20% 18% Food 16% 13% Home Improvement 22% 22% Personal Care 20% 22% Electronics 26% 33% Health/Medicine 18% 20% Source.
* Many believe that most consumer product brands are not differentiated by quality.
"The campaign strengthens the link between the product brand and the store brand," said Larry Haddock, account director for J.
de Chernatony and McDonald's (1994) brand name spectrum proposes four key possible mixes of house brand and product brand along a spectrum.
The new beverage label and release liner product brands are now: the water bottle label paper brand EcoSet is renamed EcoPoint[TM], full wet strength beer label paper UniSet is now DuraPoint[TM], partial wet strength beer label paper DanSet is renamed ProPoint[TM], the metallising label papers MetaSet and UniSet MSP have become ProPoint[TM] Medalist and DuraPoint[TM ]Medalist, respectively and the LumiSil family of multifunctional release liner base papers is now PointSil[TM].
* One of the trademarks of a strong product brand identity is a well-presented package on the store shelf.
Hot Shots Distributing will own the CaJohns brand name, all recipes and product brand names for CaJohn hot sauces, barbecue sauces, salsas, and other fiery foods products.
The former Cerestar companies will no longer use the name 'Cerestar', but will instead come under the 'Cargill' banner, although the C * product brand will continue in limited cases.

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