brand

Definition:
A product - a good or service - with a set of characteristics which clearly and readily differentiates it from all other products.' Branding is a technique basic to marketing practice as an attempt to differentiate a product in the market place. Branding policy may call for emphasis on the 'house' name (Cadbury, Hoover, Ford, Kelloggs for example) as well as on the brand name, or each brand may be expected to stand on its own (the policy of Procter & Gamble, Lever Brothers, Beechams for example). For a consumer goods company, a brand - whether by name, packaging, 'image' or price - may do the job the salesman does for an industrial goods company, communicating directly with the end-user.

Cross-References:
[brand image] [brand extension strategy] [brand loyalty] [brand choice]

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