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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 ?
and by third parties, Sartain and Schumann build a strong case for the power of the employer brand to strengthen the business and meet strategic goals.
Strong brands, by definition, increase the flow of resources--prospective students, donated dollars, public and media attention, better faculty and staff--to an institution.
In livestock feed, producers report their primary brands as Land O' Lakes, Purina and Kent with 16 percent, 9 percent and 9 percent of the market, respectively.
Flying Color, a marketing consultancy concentrating on helping leading brands in Japan integrate interactive media, Internet, mobile and email into their marketing and branding initiatives, is taking a strident approach to the issue.
In the 1998 Super Brand study, producers stated that the brands were "all about the same" on each of the 10 brand attributes.
And while both automakers were careful to insist that their decisions were not solely related to Firestone's safety record, the unspoken message was clear: Firestone's brand is so badly damaged that it now places its partners' brands in danger.
As a result, many corporate brands are diluted by product messages.
Pull together the research, call in the account planners, check the web, visit with customers, send the surveys, and go to the store shelves to see how your brand slacks up to the competition.
While national brands are the store's main resource, Wal-Mart CEO David Glass thinks "the American consumer has begun to change.