Workers remain exploited in garment and cocoa industries

The UK's Modern Slavery Act 2015 and anti-slavery commitments by major firms are having little impact on working conditions in the supply chain, and could even push exploitation into even more unregulated markets, according ...

The hidden secrets of creating a viral YouTube ad

Researchers from the University of Southern California, University of Houston, and Uber Technologies, Inc. published a new paper in the Journal of Marketing, which finds that in order to create viral ads, brands should arouse ...

Measuring impact of product placement

Researchers from Indiana University and Emory University published new research in the INFORMS journal Marketing Science (Editor's note: The source of this research is INFORMS), which reveals the impact of product placement ...

Farmers and food companies hit the dirt to improve soil health

Big food brands, such as Kellogg, Campbell, Mars Wrigley and General Mills, have started investing in their ingredients by helping farmers improve soil health and sustainability. Not only do these programs enable companies ...

Why sports fans find this brand violation a game winner

Researchers from University of Oregon and Zayed University (UAE) published a new paper in the Journal of Marketing, which finds that sports fans exhibit more favorable attitudes towards sponsors who adopt the team colors, ...

Ethiopian clothes makers worst paid in the world: study

Ethiopia's clothes factory workers, producing items for top fashion brands including Guess, H&M and Calvin Klein, are the worst paid in the world, earning only $26 (23 euros) a month, a report said Tuesday.

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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