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Brand Definition

brand – n : The distinctive identity of a company or its product. Narrowly defined, a brand is comprised of the company’s (or product’s) name, tag line and logo. However, many marketing experts use a broader definition of brand, connoting the narrower meaning plus the company’s or product’s overall image to its target customers.

Examples: Narrowly, Dell Computer’s brand includes the Dell name, logo and tagline (“Dude,
you’re getting a Dell!”). More broadly, Dell’s brand also connotes high-quality, well-engineered, reasonably-priced computers configured uniquely for each customer and delivered and serviced in a convenient, fast and hassle-free manner. Abercrombie & Fitch’s broader brand image goes beyond serviceable casual clothes to connote youthful beauty and a sexy, hip lifestyle for teensand young adults.

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Adapted from "The CompanyCrafters Entrepreneur's Dictionary"
Copyright © 2004-2006 CompanyCrafters LLC

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