BARND:

A brand is a product, service, or concept that is publicly distinguished from other

products, services, or concepts so that it can be easily communicated and usually
marketed. A brand name is the name of the distinctive product, service, or
concept. Branding is the process of creating and disseminating the brand name.

In the book Principles of Marketing (Philip Kotler/Gary Amstrong) a brand is defined

as a "name, term, sign, symbol (or a combination of these) that identifies the maker or
seller of the product".

P.Tailor defines a brand as a "Marketing tool that allows consumers to recognise the
maker of a product".

A brand name helps an organisation differentiate itself from its competitors. In today's
competitive world customers expect products to have branding. Customers often build
up a relationship with a brand that they trust and will regularly purchase products
from that brand. Some people will only purchase a particular brand even though there
are acceptable alternatives on the market.

For example Apple Inc or UK retail chain John Lewis Partnership have a loyal
customer base, who provide them with repeat business.

This diagram shows four essential brand strategies; line extension, brand extension,
multi-branding and introduction of new brands

A brand is an identifying symbol, mark, logo, name, word and/or sentence that
companies use to distinguish their product from others. A combination of one or more
of those elements can be utilized to create a brand identity. Legal protection given to a
brand name is called a trademark.

Brand Equity

How much is a brand worth? Brand equity refers to the value of a brand. Brand equity
does not develop instantaneously. A brand needs to be carefully nurtured and
marketed so consumers feel real value and trust towards that brand. Nike, Adidas,
Harrods, have high brand equity. These brands command high awareness and
consumer loyalty. But how much are these brands worth?
 It is difficult to put a value on brands, but we all know that a pair of Nike trainers
without the logo on them, is worth a fraction of the price of a pair of trainers
containing Nike's logo and branding. Franchise businesses pay to use branding
belonging to someone else.

For example McDonalds, Subway and Nandos. Sometimes businesses will buy the
names of businesses that have gone into administration. For example in 2009 Shop
Direct Group purchased the right to use "Woolworth's" the name of the high street
retail chain that had gone into administration in the UK.

BRAND THE PRODUCT

Without a strong brand behind your product line, there’s little to compel a buyer to
choose you over another option. And with so many options in most markets today,
branding is more important than ever.

Product branding gives the items in your store an identity within the marketplace.
Good branding can allow your specific products to stand out against what a
competitor offers, and engender the kind of brand loyalty that pulls customers into
your store (even when it’s just easier to grab something online).

That identity is built of numerous components, including:

 Logos
 Design
 Packaging
 Messaging
 Names and descriptions
Product branding is not about any one thing. The whole creates something bigger than
the sum of the parts.
These pieces come together to create an emotional connection for the customer. If this
feels a little hard to pin down, that’s because it truly is. Branding is all about a variety
of aspects about your products (and store as a whole) combine to influence how
shoppers feel.
It’s also the promise your products make to customers, and how they deliver.
Branding is heavily influenced by the expectations you set in consumers through
components of your products and whether or not you meet them.