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 ?
Are you a national brander, an efficiency seeker or a niche supplier?
The biggest single problem with product branders is too much proliferation.
We're thrilled to help Branders achieve such strong results and grow their business in a challenging economy," said Mark Douglas, SteelHouse CEO.
The gas-fired open flame Brander continuously sears grill marks on the top, bottom, or both sides of formed and natural products.
The branders and integrators need to know that the supply chain can really support the volume and price points.
QuantumShift Tuesday announced that InfoWorld Media Group, Persistence Software, HearMe, Venture Law Group, Branders.