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A brand is a collection of experiences and associations connected with a service, a person or any other entity.

Brands have become increasingly important components of culture and the economy, now being described as "cultural accessories and personal philosophies"

Concepts

Some people distinguish the psychological aspect of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. The psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service.

People engaged in branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. A brand is therefore one of the most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace. The art of creating and maintaining a brand is called brand management.

Careful brand management, supported by a cleverly crafted advertising campaign, can be highly successful in convincing consumers to pay remarkably high prices for products which are inherently extremely cheap to make. This concept, known as creating value, essentially consists of mani

pulating the projected image of the product so that the consumer sees the product as being worth the amount that the advertiser wants him/her to see, rather than a more logical valuation that comprises an aggregate of the cost of raw materials, plus the cost of manufacture, plus the cost of distribution. Modern value-creation branding-and-advertising campaigns are highly successful at inducing consumers to pay, for example, 50 dollars for a T-shirt that cost a mere 50 cents to make, or 5 dollars for a box of breakfast cereal that contains a few cents' worth of wheat.

A brand which is widely known in the marketplace acquires brand recognition. When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it is said to have achieved brand franchise. One goal in brand recognition is the identification of a brand without the name of the company present. For example, Disney has been successful at branding with their particular script font ( originally created for Walt Disney's "signature" logo), which it used in the logo for go.com.

Consumers may look on branding as an important value added aspect of products or services, as it often serves to denote a certain attractive quality or characteristic (see also brand promise). From the perspective of brand owners, branded products or services also command higher prices. Where two products resemble each other, but one of the products has no associated branding (such

as a generic, store-branded product), people may often select the more expensive branded product on the basis of the quality of the brand or the reputation of the brand owner.

Brand name

< p>The brand name is often used interchangeably within "brand", although it is more correctly used to specifically denote written or spoken linguistic elements of any product. In this context a "brand name" constitutes a type of trademark, if the brand name exclusively identifies the brand owner as the commercial source of products or services. A brand owner may seek to protect proprietary rights in relation to a brand name through trademark registration. Advertising spokespersons have also become part of some brands, for example: Mr. Whipple of Charmin toilet tissue and Tony the Tiger of Kellogg's.

Brand names will fall into one of three spectrum's of use - Descriptive, Associative or Freestanding.

Descriptive brand names assist in describing the distinguishable selling point(s) of the product to the customer (eg Snap Crackle & Pop or Bitter Lemon).

Associative brand names provide the customer with an associated word for what the product promises to do or be (e.g. Walkman, Sensodyne or Natrel)

Finally, Freestanding brand names have no links or ties to either descriptions or associations of use. (eg Mars Bar or Pantene)

The act of associating a product or service with a brand has become part of pop culture. Most products have some kind of brand iden

tity, from common table salt to designer jeans. A brandnomer is a brand name that has colloquially become a generic term for a product or service, such as Band-Aid or Kleenex, which are often used to describe any kind of adhesive bandage or any kind of facial tissue respectively.

Brand identity

A product identity, or Brand image are typically the attributes one associates with a brand, how the brand owner wants the consumer to perceive the brand - and by extension the branded company, organization, product or service. The brand owner will seek to bridge the gap between the brand image and the brand identity. Brand identity is fundamental to consumer recognition and symbolizes the brand's differentiation from competitors.

Brand identity is what the owner wants to communicate to its potential consumers. However, over time, a products brand identity may acquire (evolve), gaining new attributes from consumer perspective but not necessarily from the marketing communications an owner percolates to targeted consumers. Therefore, brand associations become handy to check the consumer's perception of the brand.

A brand includes a name, logo, slogan and/or design associated with a product, service, city or public figure.

"Brand" is not a "trademark". "Brand" refers to the symbol of a product or service. The symbolic identification mark refers to the "trademark". The areas covered by the brand must include goodwill, products, corporate culture and overall operational management. Therefore, brand is not a simple symbol, but the overall competition of an enterprise, or the sum of its competitiveness. The brand not only includes the "name" and "logo" but also extends to the two-dimensional visual system of the series, and even the three-dimensional visual system. However, it is often narrowed to a series of awareness and expectations surrounding a product or service in people's consciousness, and becomes an abstract image symbol. Even equating a brand with a specific trademark.

People identify the psychological factors of a brand from its experiential factors. The experiential factor usually consists of the experience of using the brand, and the psychological factor consists of the brand's image, that is, the symbolic identity created by all the information and expectations associated with the product or service.

The meaning of brand: Philip Kotler, a marketing management guru, said: The meaning of brand lies in the pride and advantages of the company. When the company is established, the brand power forms an invisible business positioning because of service or quality.

A brand is first of all an exclusive commercial symbol, that is, a trademark. Then, this symbol needs to be recognized by people, that is, it has meaning.

History

The concept of brands in the market originated with the emergence of packaged retail goods in the 19th century, as industrialization moved many household products, such as soap, to local factory production. Factories produce in large quantities and need to sell their products to a wider market, to consumers who are only familiar with their local products. But factories soon discovered that some ordinary packaged foreign products could not compete with local products, so they tried to convince the market that their products could be equally trusted as local products.

Brand equity

Kevin Lane Keller believes that brand equity comes from the effect of brand marketing, which depends on the brand knowledge that consumers have. The source of brand knowledge is mainly the association network memory model formed by brand awareness and brand image. Using brand association network degree can enhance brand awareness and brand image.