Celebrity endorsements not always a good bet, study shows

(Phys.org) -- Companies paying celebrities big money to endorse their products may not realize that negative perceptions about a celebrity are more likely to transfer to an endorsed brand than are positive ones, according ...

How Burger King revealed the hackability of voice assistants

Burger King pulled a pretty juicy marketing stunt last month that drew plenty of attention—not just to the Whopper, but also to the intrinsic vulnerabilities of a new type of voice-activated gadget.

Intel flirts with exascale leap in supercomputing

(Phys.org) -- If exascale range is the next destination post in high-performance computing then Intel has a safe ticket to ride. Intel says its new Xeon Phi line of chips is an early stepping stone toward exascale. Intel ...

Google Glass app lets Tesla owners check on cars from afar

If Telsa Motors Inc. Chief Executive Elon Musk was at all concerned about the automaker's status as the technological leader in electric cars, a new app designed for Google Glass just might cement the luxury brand's status.

Suit filed in US over Twitter feed in test case

A former blogger for a US mobile phone news site is being sued by his erstwhile employer over ownership of his Twitter feed in a social media test case for the Internet age.

Will social media kill branding?

For decades, corporations used a steadfast formula in branding a product: big advertising investments that produced customer awareness and built a positive product reputation. By investing heavily in and tightly managing ...

Renault-Nissan-Mitsubishi remains top car group

The Renault-Nissan-Mitsubishi alliance narrowly held onto its place as the top seller of cars last year despite the spectacular arrest of its boss Carlos Ghosn, figures showed Wednesday, beating Volkswagen and Toyota.

Space the latest frontier for Earth Hour

Millions of people are expected to switch off their lights for Earth Hour Saturday in a global effort to raise awareness about climate change that will even be monitored from space.

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