Related topics: consumers ยท journal of consumer research

Building your professional brand in a prestigious job

Researchers from HEC Montreal and York University published a new paper in the Journal of Marketing that examines how people who attain "prestigious" posts in high-profile organizations can manage their professional brands ...

Childhood memories affect brand loyalty and consumption behavior

Memories from childhood can be the most engaging when it comes to marketing. Feelings of nostalgia or of having a shared recognition for times gone by can be strong. Work published in the International Journal of Business ...

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