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Brand: From Wikipedia, The Free Encyclopedia

A brand is a name, symbol or design that identifies and distinguishes the products of one seller from those of other sellers. Branding was initially used to differentiate cattle ownership through distinctive markings burned into animal skins. Today brands are important intangible assets for companies and brand valuation allows marketing investments to be managed to maximize shareholder value. Brands are strongly associated with the companies that own them and can refer to product types like motor vehicle makes. Concept and commodity brands promote abstract concepts or standardized products rather than specific items.

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125 views1 page

Brand: From Wikipedia, The Free Encyclopedia

A brand is a name, symbol or design that identifies and distinguishes the products of one seller from those of other sellers. Branding was initially used to differentiate cattle ownership through distinctive markings burned into animal skins. Today brands are important intangible assets for companies and brand valuation allows marketing investments to be managed to maximize shareholder value. Brands are strongly associated with the companies that own them and can refer to product types like motor vehicle makes. Concept and commodity brands promote abstract concepts or standardized products rather than specific items.

Uploaded by

Vidushi Khajuria
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd

9/6/13

Brand - Wikipedia, the free encyclopedia

Brand
From Wikipedia, the free encyclopedia

Brand is the "name, term, design, symbol, or any other feature that identifies one seller's product distinct from those of other sellers"[1] Initially, 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 iron stamp, and was subsequently used in business, marketing and advertising. A modern example of a brand is Coca Cola which belongs to the CocaCola Company. A brand an intangible asset is often the most valuable asset of a corporation. Brand owners manage their brands carefully to create shareholder value, and brand valuation is an important management technique that ascribes a money value to a brand, and allows marketing investment to be managed (e.g.: prioritized across a portfolio of brands) to maximize shareholder value. Although only acquired brands appear on a company's balance sheet, the notion of putting a value on a brand forces marketing leaders to be focused 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 strongly identified with a brand. Marque or make are often used to denote a brand of motor vehicle, which may be distinguished from a car model. A concept brand is a brand that is associated with an abstract concept, like breast cancer awareness or environmentalism, rather than a specific product, service, or business. A commodity brand is a brand associated with a commodity. Got milk? is an example of a commodity brand.

Contents
1 History 2 Concepts 2.1 Brand awareness 2.2 Brand elements 3 Global brand variables 3.1 Brand name 3.1.1 Types of brand names 3.2 Brand identity 3.3 Visual brand identity 3.4 Brand trust 3.5 Brand parity 4 Expanding role of brand 5 Branding strategies 5.1 Company name 5.2 Individual branding 5.3 Attitude branding and iconic brands 5.4 "No-brand" branding 5.5 Derived brands 5.6 Brand extension and brand dilution 5.7 Multi-brands 5.8 Private labels 5.9 Individual and organizational brands 5.10 Crowd sourcing branding
en.wikipedia.org/wiki/Brand 1/12

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