Brand or brand

Brand or brand

(English brand, [brænd] - brand)

A complex of ideas, associations, emotions, value characteristics about a product or service in the mind of a consumer. The mental shell of a product or service. Brand is an abstract name. The physical components (carriers) of the brand are the whole complex of corporate identity elements: brand name (word, phrase), logo with the principles of its construction, corporate color palette, original graphics that support the corporate style, a set of phrases, sounds, brand name and so on.

The brand, as an association in the minds of the target audience, symbolizes any specific product qualities or characteristics of the product manufacturer itself. For this, the brand must be recognizable; as a rule, the rights to use it are legally protected.