Brand

Vivalogo Logo Library
McDonald's, represented by the Golden Arches, is one of the world's most famous brandsMcDonald's, represented by the Golden Arches, is one of the world's most famous brands


A brand takes the form of a symbolic construct created by a marketer to represent a collection of information about a product or group of products. This symbolic construct typically consists of a name, identifying mark, logo, visual images or symbols, or mental concepts which distinguishes the product or service. A brand often carries connotations of a product's "promise", the product or service’s point of difference among its competitors which makes it special and unique. Marketers attempt through a brand to give a product a "personality" or an "image". Thus, they hope to "brand", or burn, the image into the consumer's mind; that is, associate the image with the product's quality. Because of this, a brand can form an important element of an advertising theme: it serves as a quick way to show and tell consumers what a supplier has offered to the market.

Well known products acquire brand recognition. When a brand has accumulated a mass of positive sentiment among consumers, marketers say that its owner has acquired brand equity. A brand name comprises that part of a brand consisting of words or letters that humans can verbalize. A brand name that has acquired legal protection becomes a trademark.

Branding has become part of pop culture. Numerous products have a brand identity: from common t