Brand Definition
Tebboub Abdelamelk, Professor, Algeria, Member
A brand is the
identity of a specific product, service, or business. A brand can take
many forms, including a name, sign, symbol, color combination or slogan.
History of brand: historically the word 'brand' was first used as a way to tell one person's cattle from another by means of a hot iron stamp.
A legally protected brand name is called a
trademark. The word brand has continued to evolve to encompass
brand identity - it affects the personality of a product, company or service.
A
brand personality identifies a product, service or company (name, term, sign, symbol, or design, or combination of them) and how it relates to key constituencies: customers, employees, partners, owners, investors etc.
Some people distinguish the
psychological aspect, brand associations like thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand, of a brand from the
experiential aspect.
