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 ?
A preventive program of the Dubai Department of Economic Development (DDED) had alerted DuPont to the operation, which involved the sale and storage of a specific brand registered to the company.
In July alone, the brand registered a year-on-year increase of 37.1 per cent (some 16,500 vehicles; 2008: 12,037).
While Claritin did not quite manage to break into the top 10 in its first month or so on the market, it came close: the brand registered sales of $25 billion to move into 11th place with nearly 2% of the market.
The brand registered as local products are Pepsodent, Close-Up, Ciptadent, Formula, Kodomo, Smile-Up.
However, the Frigidaire brand registered as a favorite most often with lower-income groups.
Its key selling models were Fiesta that increased by 113 percent while its Focus brand registered sales of 10,000 units per month on average.