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 ?
Just think: A one-cent decrease in the price gap between store brands and branded items across departments measured by Nielsen adds up to $403 million!
Understanding these brand concepts is important because as firms transition their structural and architectural wood products from commodities to branded products, they need to improve their understanding of how brands interact, specifically how corporate and product brand associations transfer from one to another.
This is done by first identifying the various drivers of demand for the branded business, then determining the degree to which each driver is directly influenced by the brand.
This content analysis helped develop a classification scheme, and a brand grid was developed to show how individual products are branded and a range of corporate brand strategies.
ALISSA QUART BELIEVES THAT KIDS today are victims of an unprecedented barrage of slick, mind-numbing advertising, a phenomenon dissected at length in her book Branded: The Buying and Selling of Teenagers.
Over time, the linkage between branded distribution and logistical efficiency became so complete that it all but defined the channel.
"It is important for the manufacturers to identify to the consumer why a branded item is a better.
Today, if a branded company isn't providing value, the retailer probably will put its own brand on the shelves.
Responses were sought for branded versus generic products in general, followed by specified product categories (different product categories for different respondents).
Mesopotamian brick makers "branded" bricks in 3000 B.C.
The BMW's and IBM's of this world invest most of their money in their corporate brands, in the belief that the company standing behind the product means more to the customer than the branded gasoline, computer, car model number, or electronic gadget being marketed at any point in time.