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brand n.
A trademark or distinctive name identifying a product or a manufacturer.
A product line so identified: a popular brand of soap.

This is what the dictionary says under the entry “brand.” Now the question is what does it mean to an everyday person. A brand means image: Not just what it looks like, logos, emblems, style, but also the image of quality, or reliability, or lack there of. There is of course more to it then that, but the important part is the image of a brand held by the public. The importance of a brand is to differentiate you from other products, whether by a flashy emblem, or the form of the product. A brand name along with a reputation for high quality will make a huge difference in the effectiveness of an advertising campaign. If the image of that brand is always associated with a reputation of quality, the brand itself will be associated with good quality. The brand will not only be associated in the mind of the consumer, but also in the mind of the distributors; for good or ill.

Two common measurements of a brand are it’s equity and it’s franchise: Equity is the investment of trust of the ability of a brand to sell, Franchise is the return of that trust(in the most simple terms). Once a brand has a reputation, these measurements start to become very important. When the brand has enough market space to no longer need advertising to make money, it is said to have franchise. A brand name is just that: a name, but once the name is bought, and therefore legally protected, the name becomes a trademark.

The general idea of a “brand” though, is more then just for products bought. The idea of associating qualities and traits with a name is age old. Republican, Democrat, Christian, Buddhist, all these are to some extent, brands portraying an image in an attempt to accurately depict what they stand for and why they are attractive.

The advantage to having a brand is that people who associate a brand with quality will often be willing to pay more, as they know that that quality, as compared to an unknown brand, even if it is less expensive. They will often, by following this theory, believe that the brand is more expensive because it’s better. This is the advantage of successful marketing: Same product with a better image sells for more then a product without any image at all.

More information about brands

History of brands Criticisms of brands Brand equity

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