MEANING OF BRAND

The American marketing association defines a brand as “a name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of seller and to differentiate them from those of competitors”. A brand is thus a product or service that adds dimensions that differentiate it in some way from other products or services designed to satisfy the same need. These differences may be functional, rational, or tangible-related to product performance of the brand. They may also be more symbolic, emotional or intangible related to what the brand represents.

          A concept brand is a brand that is associated with an abstract Concept, like awareness or environmentalism, rather than a specific Product, service. Or business.