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|heading1 = Strategy |content1 =

  • Soul or Essence or Core
  • Mission and Vision
  • Image
  • Values
  • Concept
  • Model or -Code or Formula
  • Platform
  • Adaptation

|heading2 = Culture |content2 =

|heading3 = Positioning |content3 =

|heading4 = Architecture and Hierarchy |content4 =

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A brand (or marque for car model) is a name, term, design, symbol or other feature that distinguishes one seller's product from those of others.<ref>American Marketing Association Dictionary. Retrieved 2011-06-29. The Marketing Accountability Standards Board (MASB) endorses this definition as part of its ongoing Common Language in Marketing Project.</ref> Brands are used in business, marketing, and advertising. Initially, livestock 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 branding iron.

In accounting, a brand defined as an intangible asset is often the most valuable asset on a corporation's balance sheet. Brand owners manage their brands carefully to create shareholder value, and brand valuation is an important management technique that ascribes a money value to a brand, and allows marketing investment to be managed (e.g.: prioritized across a portfolio of brands) to maximize shareholder value. Although only acquired brands appear on a company's balance sheet, the notion of putting a value on a brand forces marketing leaders to be focused on long term stewardship of the brand and managing for value.

The word "brand" is often used as a metonym referring to the company that is strongly identified with a brand.

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.

A logo often represents a specific brand, as do many trade names.


Brand sections
Intro  History  Concepts  Global brand variables  Expanding role of brand  Branding strategies   Doppelg\u00e4nger Brand Image (D.B.I.)   See also  References  Bibliography  

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