Branding in a hyperconnected world

Researchers from the University of Pittsburgh, Texas A&M, UNC-Chapel Hill, University of Wisconsin, and Columbia University published a new paper in the Journal of Marketing that examines the changing role and management ...

Flour power: How shoppers choose which bread to buy

You're standing in the bread aisle, faced with an array of loaves with a variety of claims. There's low GI, multigrain, added vitamins, unbleached, gluten free... Which one do you buy? And what is the main influence on that ...

When managing a company, less is more

No company has the exact same marketing strategy when it comes to managing its suite of products and brands, but a team of researchers led by Michigan State University faculty is the first to identify universal strategies ...

Why you should stop buying new clothes

The fashion industry is one of the most polluting industries in the world, producing 20% of global wastewater and 10% of global carbon emissions—and it's estimated that by 2050 this will have increased to 25%. A staggering ...

Going green? Not so easy for mainstream brands

Did you know that Nike makes a line of clothing and shoes created from recycled plastic bottles? Did you know that consumer products giant, Procter & Gamble, made eco-friendly industrial products for commercial use? Or that ...

page 1 from 23

Brand

The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."

A brand can take many forms, including a name, sign, symbol, color combination or slogan. For example, Coca Cola is the name of a brand make by a particular company. The word branding began simply as a way to tell one person's cattle from another by means of a hot iron stamp. The word brand has continued to evolve to encompass identity — it affects the personality of a product, company or service. It is defined by a perception, good or bad, that your customers or prospects have about you.

In the automotive industry, the terms marque or make are often used to denote a brand of motor vehicle.

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.

This text uses material from Wikipedia, licensed under CC BY-SA