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"
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