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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 ?
Fresh off a partnership deal with the UK-powerhouse, Knight Frank, Newmark has a stellar reputation in the US market, a quality national director of corporate marketing, Jessica Tierno, said was vital to maintain and indeed build upon in developing a new brand strategy.
They conduct the assessments, undertake the research, develop the initial brand promise, and oversee the plan's implementation.
Using this focus group research information, Osborn & Barr was able to begin developing various brand taglines and logos.
Hot-Jobs learned that 90 percent of people looking for jobs online consider it very important or important to be able to support a company's brand and products.
As reported in last month's Agri Marketing, successful brand marketers Roundup, John Deere, Chevrolet and Pioneer all led their respective categories, enjoying strong producer ratings on the attribute "best overall brand.
Dell's keen understanding of the collaborative nature of customer value-creation has resulted in a brand with deep support not just from customers, but from all its stakeholders--suppliers, employees, and shareholders alike.
As in the previous waves of the Super Brand study, there have been four key brand attributes that have been consistently rated high by growers: Stands behind their product; Most dependable; Highest quality; and Best overall value.
Who are the most overlooked stakeholders in building brand buzz?