(redirected from brands)
Also found in: Dictionary, Thesaurus, Medical, Legal, Acronyms, Idioms.


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 classic literature ?
With a flaming brand in each hand, he sprang to the edge of the fire.
Without overstating the case, strong brands help you attract:
To analyze the opportunity for brands in the agricultural marketplace, Osborn & Barr and Marketing Horizons, a St.
Yet as brands are becoming increasingly treasured within the business community, they are simultaneously becoming the focal point of enmity for those who see them as symbols of all that is wrong with 21st century global capitalism.
And finally, we're recognizing that brands involve not just customers outside the organization, but also employees, managers, and stakeholders within a company.
Companies must not only develop a strategic marketing mix that will be most effective for their brands but also be prepared to back the chosen promotional activities with sufficient resources.
A business actually has two brands: a brand as a place to buy (the customer brand) and a brand as a place to work (the employer brand).
They reduce their risk by selecting dependable quality brands that also offer good value.
Henderson: Brands represent a fragile bargain between manufacturer and customer.
Existing brands are just going to keep getting stronger.