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Related to brand name: brand mark
Anything that distinguishes a company's product from other, similar products. Examples of brands include logos, catchphrases, symbols or even the name of the company itself. Brand names make a product more recognizable and therefore are likely to attract customers and customer loyalty. There is often a sense among consumers that brand name products are somehow better than off-brand or generic products; as a result, brand name products are usually more expensive.
Farlex Financial Dictionary. © 2012 Farlex, Inc. All Rights Reserved
brand namethe name used to identify a particular BRAND. This can consist of a newly created word or phrase, or a conventional word or phrase adapted to have a particular meaning. The skill of advertising copywriters lies in creating or finding words which have a broad-ranging and powerful appeal, and which are meaningful and pronounceable in several languages. Once created, brand names can be given legal protection against unauthorized use by registering them as TRADEMARKS. See BRAND EXTENSION, GLOBAL BRAND.
Collins Dictionary of Business, 3rd ed. © 2002, 2005 C Pass, B Lowes, A Pendleton, L Chadwick, D O’Reilly and M Afferson