McDonald’s, represented by the Golden Arches, is one of the world’s most famous brands

In marketing, a brand is the symbolic embodiment of all the information connected with a company, product or service. A brand typically includes a name, logo, and other visual elements such as images, fonts, color schemes, or symbols. It also encompasses the set of expectations associated with a product or service which typically arise in the minds of people. Such people include employees of the brand owner, people involved with distribution, sale or supply of the product or service, and ultimately consumers.

In other contexts the term “brand” may be used where the legal term trademark is more appropriate.

Bibliography

• Miller & Muir (2004) The Business of Brands, ISBN 0470862599 – Examines how brands can create value for businesses
• Olins, W (2003) On Brand, London: Thames and Hudson, ISBN 0500511454
• Schmidt, Klaus; Ludlow,Chris (2002) “Inclusive Branding: The why and how of a holistic approach to brands”, Basingstoke: Palgrave Macmillan, ISBN 0333980794
• Wernick, Andrew (1991) “Promotional Culture: Advertising, Ideology and Symbolic Expression (Theory, Culture & Society S.)”, London: Sage Publications Ltd, ISBN 0803983905

External links

• BusinessWeek 2002 Global Brands Scorecard
• What Makes A Great Logo – Commentary on various logos and brands.
• Brandmarker – The art group monochrom’s attempt to evaluate the actual power of commercial brands by making people draw famous logos from memory.
• Trade Names in Webster’s Online Dictionary – the Rosetta Edition
• Who’s wearing the trousers? – The Economist’s defence of brands
• Branding Greece – Branding a country: Greece
• Transnational brands – Information Brands
• Leading Consumer Brands from the Muslim World
• Financial Times 2006 Global Brand Ranking by Millward Brown Optimor (reg. req’d to see full tables)
• Brands That Don’t Travel (Language Pitfalls)

This guide is licensed under the GNU Free Documentation License. It uses material from the Wikipedia.

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