A brand is a name, term, design or other feature that distinguishes one seller's

product from those of others.[1] Brands are used in business, marketing, and ad
vertising. Initially, livestock branding was adopted to differentiate one person
's cattle from another's by means of a distinctive symbol burned into the animal
's skin with a hot branding iron. A modern example of a brand is Coca-Cola which
belongs to the Coca-Cola Company.
In accounting, a brand defined as an intangible asset is often the most valuable
asset on a corporation's balance sheet. Brand owners manage their brands carefu
lly to create shareholder value, and brand valuation is an important management
technique that ascribes a money value to a brand, and allows marketing investmen
t to be managed (e.g.: prioritized across a portfolio of brands) to maximize sha
reholder value. Although only acquired brands appear on a company's balance shee
t, the notion of putting a value on a brand forces marketing leaders to be focus
ed on long term stewardship of the brand and managing for value.
The word "brand" is often used as a metonym referring to the company that is str
ongly identified with a brand.
Marque or make are often used to denote a brand of motor vehicle, which may be d
istinguished from a car model. A concept brand is a brand that is associated wit
h an abstract concept, like breast cancer awareness or environmentalism, rather
than a specific product, service, or business. A commodity brand is a brand asso
ciated with a commodity.

Concepts[edit]Effective branding can result in higher sales of not only one prod
uct, but of other products associated with that brand.[citation needed] For exam
ple, if a customer loves Pillsbury biscuits and trusts the brand, he or she is m
ore likely to try other products offered by the company - such as chocolate-chip
cookies, for example. Brand is the personality that identifies a product, servi
ce or company (name, term, sign, symbol, or design, or combination of them) and
how it relates to key constituencies: customers, staff, partners, investors etc.
[citation needed]
Some people[who?] distinguish the psychological aspect (brand associations like
thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so
on that become linked to the brand) of a brand from the experiential aspect. Th
e experiential aspect consists of the sum of all points of contact with the bran
d and is known[by whom?] as the brand experience. The brand experience is a bran
d's action perceived by a person.[citation needed] The psychological aspect, som
etimes referred to as the brand image, is a symbolic construct created within th
e minds of people, consisting of all the information and expectations associated
with a product, service or the company(ies) providing them.[citation needed]
People engaged in branding seek to develop or align the expectations behind the
brand experience, creating the impression that a brand associated with a product
or service has certain qualities or characteristics that make it special or uni
que. A brand can therefore become one of the most valuable elements in an advert
ising theme, as it demonstrates what the brand owner is able to offer in the mar
ketplace. The art of creating and maintaining a brand is called brand management
. Orientation of an entire organization towards its brand is called brand orient
ation. Brand orientation develops in response to market intelligence.[citation n
eeded]
Careful brand management seeks to make the product or services relevant to the t
arget audience. Brands should be seen as more than the difference between the ac

tual cost of a product and its selling price

ble qualities of a product to the consumer.

they represent the sum of all valua

A widely known brand is said to have "brand recognition". When brand recognition
builds up to a point where a brand enjoys a critical mass of positive sentiment
in the marketplace, it is said to have achieved brand franchise. Brand recognit
ion is most successful when people can state a brand without being explicitly ex
posed to the company's name, but rather through visual signifiers like logos, sl
ogans, and colors.[12] For example, Disney successfully branded its particular s
cript font (originally created for Walt Disney's "signature" logo), which it use
d in the logo for go.com.
Consumers may look on branding as an aspect of products or services, as it often
serves to denote a certain attractive quality or characteristic (see also brand
promise). From the perspective of brand owners, branded products or services ca
n command higher prices. Where two products resemble each other, but one of the
products has no associated branding (such as a generic, store-branded product),
people may often select the more expensive branded product on the basis of the p
erceived quality of the brand or on the basis of the reputation of the brand own
er.
Brand awareness[edit]Brand awareness is a customers' ability to recall and recog
nize the brand, the logo and the advertisements. It helps the customers to under
stand to which product or service category the particular brand belongs and what
products and services sell under the brand name. It also ensures that customers
know which of their needs are satisfied by the brand through its products (Kell
er)[need quotation to verify]. Brand awareness is of critical importance in comp
etitive situations, since customers will not consider a brand if they are not aw
are of it.[13]
Various levels of brand awareness require different levels and combinations of b
rand recognition and recall:
Most companies aim for "Top-of-Mind". Top-of-mind awareness occurs when a brand
pops into a consumer's mind when asked to name brands in a product category. For
example, when someone is asked to name a type of facial tissue, the common answ
er is "Kleenex", represents a top-of-mind brand.
Aided awareness occurs when consumers see or read a list of brands, and express
familiarity with a particular brand only after they hear or see it as a type of
memory aide.
Strategic awareness occurs when a brand is not only top-of-mind to consumers, bu
t also has distinctive qualities which consumers perceive as making it better th
an other brands in the particular market. The distinction(s) that set a product
apart from the competition is/are also known as the Unique Selling Point or USP.
Marketing-mix modeling can help marketing leaders optimize how they spend market
ing budgets to maximize the impact on brand awareness or on sales. Managing bran
ds for value creation will often involve applying marketing-mix modeling techniq
ues in conjunction with brand valuation.
Brand elements[edit]Brands typically comprise various elements, such as:[14]
name: the word or words used to identify a company, product, service, or concept
logo: the visual trademark that identifies a brand
tagline or catchphrase: "The Quicker Picker Upper" is associated with Bounty pap
er towels
graphics: the "dynamic ribbon" is a trademarked part of Coca-Cola's brand
shapes: the distinctive shapes of the Coca-Cola bottle and of the Volkswagen Bee
tle are trademarked elements of those brands
colors: Owens-Corning is the only brand of fiberglass insulation that can be pin
k.

sounds: a unique tune or set of notes can denote a brand. NBC's chimes provide a
famous example.
scents: the rose-jasmine-musk scent of Chanel No. 5 is trademarked
tastes: Kentucky Fried Chicken has trademarked its special recipe of eleven herb
s and spices for fried chicken
movements: Lamborghini has trademarked the upward motion of its car doors.
Global brand variables[edit]Brand name[edit]
Relationship between trade marks and brandThe brand name is quite often used int
erchangeably with "brand", although it is more correctly used to specifically de
note written or spoken linguistic elements of any product. In this context a "br
and name" constitutes a type of trademark, if the brand name exclusively identif
ies the brand owner as the commercial source of products or services. A brand ow
ner may seek to protect proprietary rights in relation to a brand name through t
rademark registration and such trademarks are called "Registered Trademarks". Ad
vertising spokespersons have also become part of some brands, for example: Mr. W
hipple of Charmin toilet tissue and Tony the Tiger of Kellogg's Frosted Flakes.
Putting a value on a brand by brand valuation or using marketing mix modeling te
chniques is distinct to valuing a trade mark.
Types of brand names[edit]Brand names come in many styles.[15] A few include:
Initialism: A name made of initials such, as UPS or IBM
Descriptive: Names that describe a product benefit or function, such as Whole Fo
ods or Toys R' Us
Alliteration and rhyme: Names that are fun to say and stick in the mind, such as
Reese's Pieces or Dunkin' Donuts
Evocative: Names that evoke a relevant vivid image, such as Amazon or Crest
Neologisms: Completely made-up words, such as Wii or Hagen-Dazs.
Foreign word: Adoption of a word from another language, such as Volvo or Samsung
Founders' names: Using the names of real people, (especially a founder's name),
such as Hewlett-Packard, Dell, Disney, Stussy or Mars
Geography: Many brands are named for regions and landmarks, such as Cisco and Fu
ji Film
Personification: Many brands take their names from myths, such as Nike; or from
the minds of ad execs, such as Betty Crocker
Punny: Some brands create their name by using a silly pun, such as Lord of the F
ries, Wok on Water or Eggs Eggscetera
Combination: Combining multiple words together to create one, such as Microsoft
(microcomputer and software), Comcast (communications and broadcast), Evernote (
forever and note), Vodafone (voice, data, telephone)
The act of associating a product or service with a brand has become part of pop
culture. Most products have some kind of brand identity, from common table salt
to designer jeans. A brandnomer is a brand name that has colloquially become a g
eneric term for a product or service, such as Band-Aid, Nylon, or Kleenex which ar
e often used to describe any brand of adhesive bandage; any type of hosiery; or
any brand of facial tissue respectively. Xerox, for example, has become synonymo
us with the word "copy".
Brand Identifier[edit]Open Knowledge Foundation created in December 2013 the BSI
N (Brand Standard Identification Number). BSIN is universal and is used by the O
pen Product Data Working Group [16] of the Open Knowledge Foundation to assign a
brand to a product. The OKFN Brand repository is critical for the Open Data mov
ement.
Brand identity[edit]The outward expression of a brand
including its name, tradem
ark, communications, and visual appearance is brand identity.[17] Because the id
entity is assembled by the brand owner, it reflects how the owner wants the cons
umer to perceive the brand and by extension the branded company, organization, p
roduct or service. This is in contrast to the brand image, which is a customer's

mental picture of a brand.[17] The brand owner will seek to bridge the gap betw
een the brand image and the brand identity. Brand identity is fundamental to con
sumer recognition and symbolizes the brand's differentiation from competitors.
Brand identity is what the owner wants to communicate to its potential consumers
. However, over time, a product's brand identity may acquire (evolve), gaining n
ew attributes from consumer perspective but not necessarily from the marketing c
ommunications an owner percolates to targeted consumers. Therefore businesses re
search consumer's brand associations.
Visual brand identity[edit]
The visual brand identity manual for Mobil Oil (developed by Chermayeff & Geisma
r), one of the first visual identities to integrate logotype, icon, alphabet, co
lor palette, and station architecture.A brand can also be used to attract custom
ers by a company, if the brand of a company is well established and has goodwill
.The recognition and perception of a brand is highly influenced by its visual pr
esentation. A brand's visual identity is the overall look of its communications.
Effective visual brand identity is achieved by the consistent use of particular
visual elements to create distinction, such as specific fonts, colors, and grap
hic elements. At the core of every brand identity is a brand mark, or logo. In t
he United States, brand identity and logo design naturally grew out of the Moder
nist movement in the 1950s and greatly drew on the principles of that movement
s
implicity (Mies van der Rohe's principle of "Less is more") and geometric abstra
ction. These principles can be observed in the work of the pioneers of the pract
ice of visual brand identity design, such as Paul Rand, Chermayeff & Geismar and
Saul Bass.
Color is a particularly important element of visual brand identity and color map
ping provides an effective way of ensuring color contributes to differentiation
in a visually cluttered marketplace (O'Connor, 2011).[18]
Brand trust[edit]Brand trust is the intrinsic 'believability' that any entity ev
okes. In the commercial world, the intangible aspect of Brand trust impacts the
behavior and performance of its business stakeholders in many intriguing ways. I
t creates the foundation of a strong brand connect with all stakeholders, conver
ting simple awareness to strong commitment. This, in turn, metamorphoses normal
people who have an indirect or direct stake in the organization into devoted amb
assadors, leading to concomitant advantages like easier acceptability of brand e
xtensions, perception of premium, and acceptance of temporary quality deficienci
es.
The Brand Trust Report is a syndicated primary research that has elaborated on t
his metric of brand trust. It is a result of action, behavior, communication and
attitude of an entity, with the most Trust results emerging from its action com
ponent. Action of the entity is most important in creating trust in all those au
diences who directly engage with the brand, the primary experience carrying prim
ary audiences. However, the tools of communications play a vital role in the tra
nsferring the trust experience to audiences which have never experienced the bra
nd, the all important secondary audience.
Brand parity[edit]Brand parity is the perception of the customers that some bran
ds are equivalent.[19] This means that shoppers will purchase within a group of
accepted brands rather than choosing one specific brand. When brand parity is pr
esent, quality is often not a major concern because consumers believe that only
minor quality differences exist.
Expanding role of brand[edit]It was meant to make identifying and differentiatin
g a product easier, while also providing the benefit of letting the name sell a
second rate product. Over time, brands came to embrace a performance or benefit
promise, for the product, certainly, but eventually also for the company behind

the brand. Today, brand plays a much bigger role. Brands have been co-opted as p
owerful symbols in larger debates about economics, social issues, and politics.
The power of brands to communicate a complex message quickly and with emotional
impact and the ability of brands to attract media attention, make them ideal too
ls in the hands of activists.[20] Cultural conflict over a brand's meaning have
also been shown to influence the diffusion of an innovation.[21]
Branding strategies[edit]Company name[edit]Often, especially in the industrial s
ector, it is just the company's name which is promoted (leading to[citation need
ed] one of the most powerful statements of branding: saying just before the comp
any's downgrading. This approach has not worked as well for General Motors, whic
h recently overhauled how its corporate brand relates to the product brands.[22]
Exactly how the company name relates to product and services names is known as
brand architecture. Decisions about company names and product names and their re
lationship depends on more than a dozen strategic considerations.[23]
In this case a strong brand name (or company name) is made the vehicle for a ran
ge of products (for example, Mercedes-Benz or Black & Decker) or a range of subs
idiary brands (such as Cadbury Dairy Milk, Cadbury Flake or Cadbury Fingers in t
he UK).
Individual branding[edit]Main article: Individual branding
Each brand has a separate name (such as Seven-Up, Kool-Aid or Nivea Sun (Beiersd
orf)), which may compete against other brands from the same company (for example
, Persil, Omo, Surf and Lynx are all owned by Unilever).
Attitude branding and iconic brands[edit]Attitude branding is the choice to repr
esent a larger feeling, which is not necessarily connected with the product or c
onsumption of the product at all. Marketing labeled as attitude branding include
that of Nike, Starbucks, The Body Shop, Safeway, and Apple Inc.. In the 2000 bo
ok No Logo,[11] Naomi Klein describes attitude branding as a "fetish strategy".
"A great brand raises the bar
it adds a greater sense of purpose to the experien
ce, whether it's the challenge to do your best in sports and fitness, or the aff
irmation that the cup of coffee you're drinking really matters." Howard Schultz
(president, CEO, and chairman of Starbucks)
The color, letter font and style of the Coca-Cola and Diet Coca-Cola logos in En
glish were copied into matching Hebrew logos to maintain brand identity in Israe
l.Iconic brands are defined as having aspects that contribute to consumer's self
-expression and personal identity. Brands whose value to consumers comes primari
ly from having identity value are said to be "identity brands". Some of these br
ands have such a strong identity that they become more or less cultural icons wh
ich makes them "iconic brands". Examples are: Apple, Nike and Harley Davidson. M
any iconic brands include almost ritual-like behaviour in purchasing or consumin
g the products.
There are four key elements to creating iconic brands (Holt 2004):
1."Necessary conditions" The performance of the product must at least be accepta
ble, preferably with a reputation of having good quality.
2."Myth-making"
A meaningful storytelling fabricated by cultural insiders. These
must be seen as legitimate and respected by consumers for stories to be accepte
d.
3."Cultural contradictions"
Some kind of mismatch between prevailing ideology an
d emergent undercurrents in society. In other words a difference with the way co
nsumers are and how they wish they were.
4."The cultural brand management process"
Actively engaging in the myth-making p
rocess in making sure the brand maintains its position as an icon.
"No-brand" branding[edit]Recently a number of companies have successfully pursue

d "no-brand" strategies by creating packaging that imitates generic brand simpli

city. Examples include the Japanese company Muji, which means "No label" in Engl
ish (from ????
"Mujirushi Ryohin"
literally, "No brand quality goods"), and the
Florida company No-Ad Sunscreen. Although there is a distinct Muji brand, Muji p
roducts are not branded. This no-brand strategy means that little is spent on ad
vertisement or classical marketing and Muji's success is attributed to the wordof-mouth, a simple shopping experience and the anti-brand movement.[24][25][26]
"No brand" branding may be construed as a type of branding as the product is mad
e conspicuous through the absence of a brand name. "Tapa Amarilla" or "Yellow Ca
p" in Venezuela during the 1980s is another good example of no-brand strategy. I
t was simply recognized by the color of the cap of this cleaning products compan
y.
Derived brands[edit]In
er of suppliers of the
omoting that component
xample is Intel, which
icker) "Intel Inside".

this case the supplier of a key component, used by a numb

end-product, may wish to guarantee its own position by pr
as a brand in its own right. The most frequently quoted e
positions itself in the PC market with the slogan (and st

Brand extension and brand dilution[edit]The existing strong brand name can be us
ed as a vehicle for new or modified products; for example, many fashion and desi
gner companies extended brands into fragrances, shoes and accessories, home text
ile, home decor, luggage, (sun-) glasses, furniture, hotels, etc.
Mars extended its brand to ice cream, Caterpillar to shoes and watches, Michelin
to a restaurant guide, Adidas and Puma to personal hygiene. Dunlop extended its
brand from tires to other rubber products such as shoes, golf balls, tennis rac
quets and adhesives. Frequently, the product is no different from what else is o
n the market, except a brand name marking. Brand is Product identity.
There is a difference between brand extension and line extension. A line extensi
on is when a current brand name is used to enter a new market segment in the exi
sting product class, with new varieties or flavors or sizes. When Coca-Cola laun
ched "Diet Coke" and "Cherry Coke" they stayed within the originating product ca
tegory: non-alcoholic carbonated beverages. Procter & Gamble (P&G) did likewise
extending its strong lines (such as Fairy Soap) into neighboring products (Fairy
Liquid and Fairy Automatic) within the same category, dish washing detergents.
The risk of over-extension is brand dilution where the brand loses its brand ass
ociations with a market segment, product area, or quality, price or cachet.[cita
tion needed]
Social media brands[edit]In 'The Better Mousetrap: Brand Invention in a Media De
mocracy' (2012) author and brand strategist Simon Pont posits that social media
brands may be the most evolved version of the brand form, because they focus not
on themselves but on their users. In so doing, social media brands are arguably
more charismatic, in that consumers are compelled to spend time with them, beca
use the time spent is in the meeting of fundamental human drivers related to bel
onging and individualism. "We wear our physical brands like badges, to help defi
ne us but we use our digital brands to help express who we are. They allow us to
be, to hold a mirror up to ourselves, and it is clear. We like what we see." [2
7]
Multi-brands[edit]Alternatively, in a market that is fragmented amongst a number
of brands a supplier can choose deliberately to launch totally new brands in ap
parent competition with its own existing strong brand (and often with identical
product characteristics); simply to soak up some of the share of the market whic
h will in any case go to minor brands. The rationale is that having 3 out of 12
brands in such a market will give a greater overall share than having 1 out of 1
0 (even if much of the share of these new brands is taken from the existing one)

. In its most extreme manifestation, a supplier pioneering a new market which it

believes will be particularly attractive may choose immediately to launch a sec
ond brand in competition with its first, in order to pre-empt others entering th
e market. This strategy is widely known as multi-brand strategy.
Individual brand names naturally allow greater flexibility by permitting a varie
ty of different products, of differing quality, to be sold without confusing the
consumer's perception of what business the company is in or diluting higher qua
lity products.
Once again, Procter & Gamble is a leading exponent of this philosophy, running a
s many as ten detergent brands in the US market. This also increases the total n
umber of "facings" it receives on supermarket shelves. Sara Lee, on the other ha
nd, uses it to keep the very different parts of the business separate
from Sara
Lee cakes through Kiwi polishes to L'Eggs pantyhose. In the hotel business, Marr
iott uses the name Fairfield Inns for its budget chain (and Choice Hotels uses R
odeway for its own cheaper hotels).
Cannibalization is a particular problem of a multi-brand strategy approach, in w
hich the new brand takes business away from an established one which the organiz
ation also owns. This may be acceptable (indeed to be expected) if there is a ne
t gain overall. Alternatively, it may be the price the organization is willing t
o pay for shifting its position in the market; the new product being one stage i
n this process.
Private labels[edit]Private label brands, also called own brands, or store brand
s have become popular. Where the retailer has a particularly strong identity (su
ch as Marks & Spencer in the UK clothing sector) this "own brand" may be able to
compete against even the strongest brand leaders, and may outperform those prod
ucts that are not otherwise strongly branded.
Individual and organizational brands[edit]There are kinds of branding that treat
individuals and organizations as the products to be branded. Personal branding
treats persons and their careers as brands. The term is thought to have been fir
st used in a 1997 article by Tom Peters.[28] Faith branding treats religious fig
ures and organizations as brands. Religious media expert Phil Cooke has written
that faith branding handles the question of how to express faith in a media-domi
nated culture.[29] Nation branding works with the perception and reputation of c
ountries as brands.[30]
Crowd sourcing branding[edit]These are brands that are created by "the public" f
or the business, which is opposite to the traditional method where the business
create a brand.
Nation branding (place branding and public diplomacy)[edit]Nation branding is a
field of theory and practice which aims to measure, build and manage the reputat
ion of countries (closely related to place branding). Some approaches applied, s
uch as an increasing importance on the symbolic value of products, have led coun
tries to emphasise their distinctive characteristics. The branding and image of
a nation-state "and the successful transference of this image to its exports is
just as important as what they actually produce and sell."
Destination Branding[edit]Destination Branding is the work of cities, states, an
d other localities to promote to themselves. This work is designed to promote th
e location to tourists and drive additional revenues into a tax base. These acti
vities are often undertaken by governments, but can also result from the work of
community associations. The Destination Marketing Association International is
the industry leading organization.
See also[edit]Brand ambassador

Brand architecture
Brand engagement
Brand equity
Brand evangelism
Brand loyalty
Brand valuation
Green brands
Visual brand language
References[edit]1.^ American Marketing Association Dictionary. Retrieved 2011-06
-29. The Marketing Accountability Standards Board (MASB) endorses this definitio
n as part of its ongoing Common Language in Marketing Project.
2.^ 11.01.2006. "MarketingMagazine.co.uk". MarketingMagazine.co.uk. Retrieved 20
13-04-29.
3.^ Sanskrit Epic Mahabharat, Van Parva, p. 3000, Shalok 15 22
4.^ Johnson, Ken (5 March 2015). "Review: Ennion, at the Met, Profiles an Ancient
Glassmaker". The New York Times. Retrieved 26 March 2015.
5.^ Colapinto, John (3 October 2011). "Famous Names". The New Yorker. Retrieved
9 October 2011.
6.^ "(U.S.) Trademark History Timeline". Lib.utexas.edu. Retrieved 2013-04-29.
7.^ Jstor.org
8.^ Hibbert, Colette. "Golden celebration for 'oldest brand'". BBC News UK.
9.^ Maverick, L. A. (Jan 1942). "The Term "Maverick," Applied to Unbranded Cattl
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doi:10.2307/1495731. JSTOR 1495731. edit
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11.^ a b c d [page needed] Klein, Naomi (2000) No logo, Canada: Random House, IS
BN 0-676-97282-9
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13.^ Tan, Donald (2010). "Success Factors In Establishing Your Brand" Franchisin
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14.^ Robert Pearce. "Beyond Name and Logo: Other Elements of Your Brand Merriam
Associates, Inc. Brand Strategies". Merriamassociates.com. Retrieved 2013-04-29.
15.^ "MerriamAssociates.com". MerriamAssociates.com. 2012-11-15. Retrieved 201304-29.
16.^ http://product.okfn.org
17.^ a b Neumeier, Marty (2004), The Dictionary of Brand. ISBN 1-884081-06-1, pp
.20
18.^ O'Connor, Z. "Logo colour and differentiation: A new application of environ
mental colour mapping". Color Research & Application, 36 (1), pp. 55 60. Also avai
lable from Colour & Design Research.
19.^ Paul S. Richardson, Alan S. Dick and Arun K. Jain "Extrinsic and Intrinsic
Cue Effects on Perceptions of Store Brand Quality", Journal of Marketing October
1994 pp. 28-36
20.^ Bianca (2010-12-10). "Wikileaks, Hacktivism and Brands as Political Symbols
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21.^ Giesler, Markus (2012), "How Doppelgnger Brand Images Influence the Market C
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25.^ Matt Heig, Brand Royalty: How the World's Top 100 Brands Thrive and Survive
, pg.216
26.^ EMEASEE.com
27.^ [1], 'The Better Mousetrap: Brand Invention in a Media Democracy' (2013) Si
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30.^ On "island branding" see, for example, Henry Johnson (2012), 'Genuine Jerse
y': Branding and Authenticity in a Small Island Culture. Island Studies Journal
7 (2): 235 58.
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