Brand

by Nicolae Sfetcu | posted in: Internet marketing | 0

McDonald’s, represented by the Golden Arches, is one of the world’s most famous brands

In marketing, a brand is the symbolic embodiment of all the information connected with a company, product or service. A brand typically includes a name, logo, and other visual elements such as images, fonts, color schemes, or symbols. It also encompasses the set of expectations associated with a product or service which typically arise in the minds of people. Such people include employees of the brand owner, people involved with distribution, sale or supply of the product or service, and ultimately consumers.

In other contexts the term “brand” may be used where the legal term trademark is more appropriate.

Bibliography

Miller & Muir (2004) The Business of Brands, ISBN 0470862599 – Examines how brands can create value for businesses
Olins, W (2003) On Brand, London: Thames and Hudson, ISBN 0500511454
Schmidt, Klaus; Ludlow,Chris (2002) “Inclusive Branding: The why and how of a holistic approach to brands”, Basingstoke: Palgrave Macmillan, ISBN 0333980794
Wernick, Andrew (1991) “Promotional Culture: Advertising, Ideology and Symbolic Expression (Theory, Culture & Society S.)”, London: Sage Publications Ltd, ISBN 0803983905

External links

BusinessWeek 2002 Global Brands Scorecard
What Makes A Great Logo – Commentary on various logos and brands.
Brandmarker – The art group monochrom’s attempt to evaluate the actual power of commercial brands by making people draw famous logos from memory.
Trade Names in Webster’s Online Dictionary – the Rosetta Edition
Who’s wearing the trousers? – The Economist’s defence of brands
Branding Greece – Branding a country: Greece
Transnational brands – Information Brands
Leading Consumer Brands from the Muslim World
Financial Times 2006 Global Brand Ranking by Millward Brown Optimor (reg. req’d to see full tables)
Brands That Don’t Travel (Language Pitfalls)