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Brand and Some Definitions on it

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Brand and Some Definitions on it - October 11th, 2010

Here are a few of the many definitions of the word “BRAND”:


David Ogilvy defines brands as “ the intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised.”



Kotler defines brands as “ A brand is a name, term, sign, symbol, or design or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of the competitor.”



The Dictionary of Business and Management defines a brand as:

“A name, sign or symbol used to identify items or services of the seller(s) and to differentiate them from goods of competitors.”


Jared Spool, an web site usability expert, says,


"Branding means creating an emotional association (such as the feeling of success, happiness, or relief) that customers form with the product, service, or company."


Walter Landor, one of the greats of the advertising industry, said:


“Simply put, a brand is a promise. By identifying and authenticating a product or service it delivers a pledge of satisfaction and quality.”
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