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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.
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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.
Collins Dictionary of Business, 3rd ed. © 2002, 2005 C Pass, B Lowes, A Pendleton, L Chadwick, D O’Reilly and M Afferson


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.

Collins Dictionary of Economics, 4th ed. © C. Pass, B. Lowes, L. Davies 2005
References in periodicals archive ?
Kate Hodges, Brian Herdman, Graham Eden, Doug Brander, Fran Connop; Ray Dalton, Jeanette Blenkinsop, Anne Sinnott, Ray Knowles; Tom Cullingford, John Jamison, Julie Robinson, Brian Herdman
The new marketing environment--featuring demanding consumers, fragmented channels of distribution, and a complex technological landscape--creates substantial opportunities for new types of brands but also new requirements for branders. It is no longer obvious that the manufacturer should be the brander within categories.
But whereas the 1950s brander faced homogeneous demand, fewer media, and a minimum number of distribution channels, today's branders face fragmented demand, multiple media, and proliferating distribution channels--all creating new challenges.
Separate from monolithic corporate branders such as Coca-Cola and divisional branders such as United Technologies or TRW are product branders.
Many of these strongly committed product branders connect such brands to corporate or subsidiary entities as in: "Kraft Cheez Whiz", "Nabisco Shredded Wheat", or Levi's "Dockers brand" clothing.
Featuring a short footprint, Rotary Branders are available to mount on existing cookers and conveyors, or as portable self-contained convey-orized units.
The most effective store brander in this country right now, Trader Joe's, has a unique story, and when consumers shop there, they feel like they're in the plot.
Rotary Brander applies a just-grilled finish to meats, poultry, seafood, vegetables, etc.