A brand is an intangible asset that communicates value about an organization,

its people and its products and services

The American Marketing Association defines a brand as “a name, term, sign, symbol or design, intended to identify the goods or services of sellers

and to differentiate them from competitors

Much more than a logo or design, a brand conveys

positive or negative perceptions in multiple ways, including

human behaviour

Brand Differentiation

Related to Product Performance 1. Functional 2. Rational 3. Tangible

Related to Brand Identity 1. Symbolic 2. Emotional 3. Intangible

What Brand does for the customer?

Helps to identify the source of manufacturer of the product

Experience of customers with products of same brand

quickens their purchase decision

Brands bring with them a certain level of

quality assurance

What Brand does for the

firm?

The brand provides legal protection towards unique features or

aspects of the product.

Product can be copied, but brand cannot. Once a brand

is established, it’s the invaluable asset

for an organization.

Firms can charge a premium for owning a brand

boosting profit on every sale

A well established brand adds towards the overall

value of the firm while calculating its net worth

Manodhar Allu National Institute of Technology, Jamshedpur.