Essay Writing

A brand is the likeness, idea or image of a specific product or service that buyers connect with, by identifying

A Brand is a product, service or concept is the other product, service or concept distinguish public so that it can easily to communicate and usually sell. A brand name is the distinctive name of the product, service or concept. Brand is the creation and dissemination of the brand in the process. Brand identity can be applied to the entire enterprise and for individual product and service names. The American Marketing Association (1960) proposed the following company oriented definition of a brand as:

The first definition of “brand” is the name given to a product or service from a specific source. Used in this sense, “brand” is similar to the meaning of “trademark.”

Creating and managing a brand is a fascinating process. A brand is not really a ‘thing’ in the conventional sense. This is an abstract concept that really is a collection of principles, values, images and products; but together this branding manages to completely define your business and the way you’re seen by the general public and your potential audience.

A brand can be a name, a symbol or a design used to I identify a certain product and to tell the difference from its competitors. Brand names, slogans, symbols, trademarks, designs and even the music they use can be used to differentiate one product from another and helps make it individual from the other main competitors.

The word “Brand” owes its origin to the Norwegian word “brand” which means to burn. Farmers used to put some identification mark on the body of the livestock to distinguish their possession. Products are what companies make, but customers buy brands. Therefore marketers resorted to branding in order to distinguish their offeringsfrom similar products and services provided by their competitors. Additionally, it carries an inherent assurance to the customers that the quality of a purchase will be similar to earlier purchases of the same brand. A brand is a name, term, sign, symbol or design or a combination of one seller or a group of sellers and to differentiate them from those of competitors.

“A brand is a distinguishing name and/or symbol intended to identify the goods or services of either on seller or group of sellers, and to differentiate those goods or services from those of competitors” (Aaker 1991).A brand is the most valuable asset for an organization in the current competing world. Every organization is formulating strategies to make its brand popular and significant not only in markets but also in minds of the customers. Brand is the relation of customer with the brand. It is promise which a company makes to the customer about the goods and service they offer (Gregg 2002) Branding involves decisions that establish an identity for a product with the goal of distinguishing it from competitors offerings

The American Marketing Association defines the term ‘Brand’ as “A name, term, symbol or design, or a combination of them, which is intended to signify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.” Thus , a brand

The brand for years has been used as a means to differentiate and specify the goods of one producer of the goods of another. Ambler (1992) defines the brand as "the promise of the packages of attributes that someone buys and provides satisfaction." The attributes that make up a brand can be real or deceitful, rational or emotional, tangible or invisible.

A brand is more than a physical good. The brand is a company’s key strategic asset (Kapferer, 1997). Brand is something that resides in the consumers’ minds which helps consumers to differentiate the products of one creator from the others. As such the brand becomes a symbol that connects the company or its products with the customers in a relationship and represents the entire “product personality” (Leuthesser, 1988, p.2; Keller, 1991, p.4; Rajendra K. Srivastava and Allan Shocker, 1991, p.5; Aaker, 1996, p.7,35).

This free essay was written by a student and not by our expert writers. If you need custom essays on your exact essay questions, then have a look at our essay writing service.

Customers (particularly consumers) view a brand as an important part of a product and branding can add value to a product. A brand can provide a guarantee of reliability and quality, in fact.

Brand is “a name, sign, symbol, or design, or a combination of them, intended for the goods and services of one seller or group of sellers to differentiate them from other sellers competitively” (Kevin and Keller, 2008, cited in Saleem et al., 2015). Brand can be the tools to deliver the message about the quality of the products and services to the customers and give them the confidence for buying the right quality as the organizations promised (Erdem 1998; Wernerfelt 1988, cited in Rahinel and Redden, 2012) and also lead customer to buy product from specific firm (Keller 1993; Park, Jaworski, and MacInnis 1986, cited in Rahinel and Redden, 2012). Thus, the company should build a strong brand in order to have an intermediary to convey the quality message to customer. Additionally, Berry (1988) said strong brand is considered as valuable and gives firm’s ability to set a high price products and allowing firms to enjoy continuously revenues from year to year. Because of a premium price the company could set, it gives the power to compete with other brand too. This implied that brand has a power to differentiate the company’s product from competitors.

Branding more or less for centuries has been a mean to distinguish goods of one producer from those of other. Brand can be contemplated from two frames of references one from companies perspective and other from consumers’ perspective. Reference proposes the definition of branding as an avowal of the bundles of peculiarities that someone purchases and provides reparation. The peculiarities that make up a brand may be substantive or fallacious, cognitive or emotional, tangible or invisible.

A brand is a customer experience represented by a collection of images and ideas; often, it refers to a symbol such as a name, logo, slogan, and design scheme.