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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 ?
Brander said the fermentation was normal, with light filtering before bottling and minimal processing.
Brander Matthews was seen as one of the last Genteel literary critics in America.
Anyone fearing a Mad Max future need only note the growing mechanisms of social control spontaneously evolving throughout society: high tech, low privacy, everybody numbered, and no place to hide," Brander writes.
The model used in this paper follows the simplest version of a model developed by Brander and Spencer [5].
With Ian Brander we have a successor who brings great product knowledge and expertise and his career path has equipped him very well for the Howden CEO role.
Brander joined in the cheerful drinking scene with imagination and fine voice.
Fine performances too from Tessa McKnight, playing the tough 20-year-old Queenie, Kim Brander (Dolores, 17) and Kelly Ashford (Norma, 20), and there is a lovely spot in the play when three of the tragic mums to-be cheerfully and in tune sing the pop song Chapel of Love.
Apply an appetizing, just-grilled finish to meats, poultry, seafoods and other products with Heat and Control's Rotary Brander.
Names that Gareth recalls from the team are: Ken Lowe, Jock Brander, A Newham, Cpl Bob Pizzey, Sgt Robinson and Flt Lt Jim Thrush.
PEG eight on the Snake Pit at Brookside Fisheries has won three times in the past month and Bob Brander is the latest to take advantage.