A brand is a product, service, or concept that is publicly distinguished from other products, services, or concepts so that it can be easily communicated and marketed. It is a name, term, design, symbol, or any other feature that distinguishes one sellers good or service from those of other sellers. Branding is the process of creating and disseminating the brand name, its qualities, and personality. A brand is more than just a companys name, logo, or packaging; it is the sum of how a product or business is perceived by those who experience it, including customers, investors, employees, the media, and more. A successfully-executed brand provides enormous value to a company, giving it a competitive edge over others in the same industry. Key features of a brand include:
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Identity: A brand has a unique and immediately recognizable identity that distinguishes itself from others in its industry.
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Design: The brand is created through elements of design, packaging, and advertising that, as a whole, distinguish the product from its competitors.
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Perception: A brand is the sum of how a product or business is perceived by those who experience it.
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Value: Brands are used in business, marketing, and advertising for recognition and, importantly, to create and store value as brand equity for the object identified, to the benefit of the brands customers, its owners, and shareholders.
Companies can protect their brands by registering trademarks to protect elements of their brands.
