06-11-2017, 04:48 PM
A brand is a name, term, design, symbol or other characteristic that distinguishes an organization or product from its rivals in the eyes of the customer. Brands are used in business, marketing and advertising. It is believed that the practice of the brand began with the ancient Egyptians who were known to dedicate themselves to the cattle brand since 2,700 BC. The mark was used to differentiate the cattle of one person from the other by means of a distinctive symbol burned on the skin of the animal with a brand of hot iron. If a person steals the animals, anyone can detect the symbol and deduct the real owner. However, the term has been extended to mean a strategic personality for a product or company, so now the brand suggests the values and promises that a consumer can perceive and acquire. Over time, the practice of branded objects was extended to a wider range of packaging and products offered for sale, including oil, wine, cosmetics and fish sauce.
The brand is a set of marketing and communication methods that help distinguish a company or products from the competition, with the aim of creating a lasting impression in the minds of customers. The key components that make up a brand's toolkit include the identity of a brand, brand communication (such as logos and trademarks), brand awareness, brand loyalty and various branding strategies (management of brand). Many companies believe that there are often few differences between various types of products in the 21st century and, therefore, the brand is one of the few remaining forms of product differentiation.
