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What is a Brand?

Brand may be defined from the brand owner’s perspective or the consumer’s perspective. There are various popular definitions of a brand −
  • “A name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name.” - American Marketing Association
  • “A type of product manufactured by a particular company under a particular name.” − Oxford English dictionary
  • “A name, term, sign, symbol, design, or a combination of these used to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.” − A product-oriented definition
  • “The promise of the bundles of attributes that someone buys and provide satisfaction . . .” − A consumer-oriented definition
The fundamental purpose of branding is differentiation. A brand is a means of differentiating the seller’s product from other competing products.

What is Brand Management?

Brand management is an art of creating a brand and maintaining it. It is nothing but developing a promise to the consumer, materializing that promise, and maintaining the same for a product, a group of products, or services.
Brand management helps to manage the tangible and intangible characteristics of a brand. A competent Brand Management includes building brand identity, launching the brand, and maintaining the brand position in the market. Brand management builds and maintains the corporate image of a business.

Objectives of a Brand
Here are some important objectives of a brand

To establish an identity for the product or a group of products.

To protect the product or service legally for its unique features.

To acquire place for the product in consumers’ minds for high and consistent quality.

To persuade the consumer to buy the product by promising to serve their needs in a unique way.

To create and send the message of strong reliable business among consumers.


- Source: Tutorials Point -

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