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A brand is a name, term, design, symbol or any other feature that identifies one seller's good or service as distinct from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create and store value as brand equity for the object identified, to the benefit of the brand's customers, its owners and shareholders. Name brands are sometimes distinguished from generic or store brands. The practice of branding - in the original literal sense of marking by burning - is thought to have begun with the ancient Egyptians, who were known to have engaged in livestock branding as early as 2,700 BCE. need quotation to verify Branding was used to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with a hot branding iron. If a person stole any of the cattle, anyone else who saw the symbol could deduce the actual owner. The term has been extended to mean a s...

The word, brand , derives from its original and current meaning as a firebrand, a burning piece of wood. That word comes from the Old High German, brinnan and Old English byrnan , biernan , and brinnan via Middle English as birnan and brond . Torches were used to indelibly mark items such as furniture and pottery, and to permanently burn identifying marks into the skin of slaves and livestock. Later the firebrands were replaced with branding irons. The marks themselves took on the term and came to be closely associated with craftsmen's products. Through that association, the term eventually acquired its current meaning.

Branding and labeling have an ancient history. Branding probably began with the practice of branding livestock to deter theft. Images of the branding of cattle occur in ancient Egyptian tombs dating to around 2,700 BCE. Over time, purchasers realised that the brand provided information about origin as well as about ownership, and could serve as a guide to quality. Branding was adapted by farmers, potters, and traders for use on other types of goods such as pottery and ceramics. Forms of branding or proto-branding emerged spontaneously and independently throughout Africa, Asia and Europe at different times, depending on local conditions. Seals, which acted as quasi-brands, have been found on early Chinese products of the Qin Dynasty (221-206 BCE); large numbers of seals survive from the Harappan civilization of the Indus Valley (3,300–1,300 BCE) where the local community depended heavily on trade; cylinder seals came into use in Ur in Mesopotamia in around 3,000 BCE and facilitated the ...

Effective branding, attached to strong brand values, can result in higher sales of not only one product, but of other products associated with that brand. citation needed If a customer loves Pillsbury biscuits and trusts the brand, he or she is more likely to try other products offered by the company – such as chocolate-chip cookies, for example. Brand development, often the task of a design team, takes time to produce. Brand names and trademarks edit A brand name is the part of a brand that can be spoken or written and identifies a product, service or company and sets it apart from other comparable products within a category. A brand name may include words, phrases, signs, symbols, designs, or any combination of these elements. For consumers, a brand name is a "memory heuristic": a convenient way to remember preferred product choices. A brand name is not to be confused with a trademark which refers to the brand name or part of a brand that is legally protected. For examp...

Brands typically comprise various elements, such as: name: the word or words used to identify a company, product, service, or concept logo: the visual trademark that identifies a brand tagline or catchphrase: "The Quicker Picker Upper" is associated by whom? with Bounty paper towels graphics: the "dynamic ribbon" is a trademarked part of Coca-Cola's brand shapes: the distinctive shapes of the Coca-Cola bottle and of the Volkswagen Beetle are trademarked elements of those brands colors: the instant recognition consumers have when they see Tiffany & Co.’s robin's egg blue (Pantone No. 1837). Tiffany & Co.’s trademarked the color in 1998. sounds: a unique tune or set of notes can denote a brand. NBC's chimes provide a famous example. scents: the rose-jasmine-musk scent of Chanel No. 5 is trademarked tastes: Kentucky Fried Chicken has trademarked its special recipe of eleven herbs and spices for fried chicken movements: Lamborghini has trad...

Brand name edit The term "brand name" is quite often used interchangeably with "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 – such trademarks are called "Registered Trademarks". Advertising spokespersons have also become part of some brands, for example: Mr. Whipple of Charmin toilet tissue and Tony the Tiger of Kellogg's Frosted Flakes. Putting a value on a brand by brand valuation or using marketing mix modeling techniques is distinct to valuing a trademark. Types of brand names edit Brand names come in many styles. A few include: initialism : a name made of initials, such as "UPS...

The original aim of branding was to simplify the process of identifying and differentiating products. Over time, manufacturers began to use branded messages to give the brand a unique personality. Brands came to embrace a performance or benefit promise, for the product, certainly, but eventually also for the company behind the brand. Today, brands play a much bigger role. The power of brands to communicate a complex message quickly, with emotional impact and with the ability of brands to attract media attention, makes them ideal tools in the hands of activists. Cultural conflict over a brand's meaning has also influences the diffusion of an innovation.

Company name edit Often, especially in the industrial sector, brand engineers will promote a company's name. Exactly how the company name relates to product and services names forms part of a brand architecture. Decisions about company names and product names and their relationship depend on more than a dozen strategic considerations. In this case, a strong brand-name (or company name) becomes the vehicle for marketing a range of products (for example, Mercedes-Benz or Black & Decker) or a range of subsidiary brands (such as Cadbury Dairy Milk, Cadbury Flake, or Cadbury Fingers in the UK). Corporate name-changes offer particularly stark examples of branding-related decisions. A name change may signal different ownership or new product directions. Thus the name Unisys originated in 1986 when Burroughs bought and incorporated UNIVAC; and the newly-named International Business Machines represented a broadening of scope in 1924 from its original name, the Computing-Tabulating-Recor...

A doppelgänger brand image or "DBI" is a disparaging image or story about a brand that it circulated in popular culture. DBI targets tend to be widely known and recognizable brands. The purpose of DBIs is to undermine the positive brand meanings the brand owners are trying to instill through their marketing activities. The term stems from the combination of the German words doppel (double) and gänger (walker). Doppelgänger brands are typically created by individuals or groups to express criticism of a brand and its perceived values, through a form of parody, and are typically unflattering in nature. Due to the ability of Doppelgänger brands to rapidly propagate virally through digital media channels, they can represent a real threat to the equity of the target brand. Sometimes the target organization is forced to address the root concern or to re-position the brand in a way that defuses the criticism. Examples include: Joe Chemo campaign organized to criticize the marketi...

The ISO branding standards developed by the Committee ISO/TC 289 are: 'ISO 10668:2010' Brand valuation - Requirements for monetary brand valuation , 'ISO 20671:2019' Brand evaluation - Principles and fundamentals . Two other ISO standards are being developed by ISO/TC289: ISO/AWI 23353 Brand evaluation - Guidelines for brands relating to geographical indications ISO/AWI 24051 Brand evaluation - Guide for the annual brand evaluation.