brand name


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Related to brand name: brand mark

Brand Name

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.

brand name

the 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.
References in periodicals archive ?
As store brands evolve, brand name is becoming more important to overall program success.
A brand name influences consumer perceptions of a brand, and these brand perceptions, in turn, influence buying behavior.
When it comes to quality perception, brand names have maintained a slight advantage over private labels, with 51% of shoppers indicating that they continue to buy brand name products over store-brand alternatives because they trust the brand.
Industry executives pointed out that through contract manufacturing service Everlight has proved that price competition in the LED-luminaire market has grown intensive, pushing brand name suppliers to lure orders with contract service.
Amid this wealth of thought and information, Rivkin and Sutherland's central message is that brand names matter.
Because the value added by a brand name is fundamental to marketing, a simple technique to measure value added and monitor value added over time is essential.
IF YOU THINK GENERIC PERSONAL COMPUTER MAKERS are fighting over Latin American crumbs left by the industry's big brand names, think again.
The authors contend that due to the heterogeneous nature of services and service deliveries, branding strategies, particularly brand name strategies, used by diverse types of services are likely to differ.
The company recently introduced a Vivitek-branded macro projector, which is reportedly the world's first super macro type of DLP projector, in the wake of delivering a blood-glucose monitoring system carrying brand name Delta.
They found that consumers, indeed, associated each brand name with a specific product category.
partners with companies to develop product names, company names, taglines and to conduct brand name research.
It's extremely expensive to build a brand name, because marketing expenses are like a black hole in outer space,'' he said.