The name sign, symbol or design or combination of these, which is intended to identify the goods or services of one seller or group of sellers from those of others, is called the brand. Brand name is that part of the brand which can be vocalised whereas trademark is that part of brand which is given legal protection for exclusive use by a seller.
Branding is the practice of giving a specified name to a product or group of products of one seller. It is the process of finding and fixing the means of identification of a product. It is the process involved in creating a unique name and image for a product in the consumers minds, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.
The American Marketing Association (AMA) defines a brand a " name, term, sign, symbol or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers."
Choice of a brand name requires a lot of research. Brand names are not necessarily associated with the product. For instance, brand names can be based on places (Air India, British Airways ), animals or birds ( Dove soap, Puma), people ( Louise Phillips, Allen Sony).
Brand Elements :-
Brand elements, also referred to as brand identities, are those trademarkable devices that serve to identify and differentiate the brand. Brand elements that identify and distinguish one product from another, are brand names and brand marks.
The American Marketing Association (AMA) defines a brand a " name, term, sign, symbol or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers."
Choice of a brand name requires a lot of research. Brand names are not necessarily associated with the product. For instance, brand names can be based on places (Air India, British Airways ), animals or birds ( Dove soap, Puma), people ( Louise Phillips, Allen Sony).
Brand Elements :-
Brand elements, also referred to as brand identities, are those trademarkable devices that serve to identify and differentiate the brand. Brand elements that identify and distinguish one product from another, are brand names and brand marks.
- Brand Name :- A brand name is the portion of a brand that can be expressed verbally, including letters, words or numbers, and is any word or illustration that clearly distinguishes one seller from another. A brand name usually takes the form of words such as Dove, Puma, LG, Adidas, Nike, etc.
- Brand Mark :- A brand mark is a portion of a brand that cannot be expressed verbally. This includes a graphic design or symbol. The brand mark is thus the elements of the visual brand identity that does not consists of words, but of a design and symbol, such as the symbols for above mentioned brand names.
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