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Brand

Brand

Brand is the “name, term, design, symbol, or any other feature that identifies one seller’s product distinct from those of other sellers.” [Source: AMA]

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 Coca-Cola Company.

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.

 

 

About Piotr Wrzosiński

Piotr Wrzosinski is a sociologist focused on digital marketing in highly regulated industries. He combines experience from top players in tobacco, financial services, and pharma with a passion to the content marketing and technology. All opinions posted are his own unless stated otherwise.
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