“A study on “ Effectiveness of Brand strategy of Britannia Biscuits “
CHAPTER – 2ABOUT BRAND
Branding has been around for centuries as a means to distinguishthe goods of one producer from those of another. In fact, the word brandis derived from the Old Norse word brand, which means "to burn," asbrands were and still are the means by which owners of livestock marktheir animals to identify them. According to the American MarketingAssociation (AMA), a brand is a "name, term, sign, symbol, or design, or acombination of them, intended to identify the goods and services of oneseller or group of sellers and to differentiate them from those of competition." Thus, the key to creating a brand, according to the AMA definition,is to be able to choose a name, logo, symbol, package design, or otherattribute that identifies a product and distinguishes it from others. Thesedifferent components of a brand that identify and differentiate it can becalled brand elements. Brand elements come in many different forms. Forexample, consider the variety of brand name strategies that exist. Insome cases, the company name is essentially used for all products (e.g.,as with General Electric and Hewlett-Packard). In other cases,manufacturers assign individual brand names to new products that areunrelated to the company name (e.g., as with Procter & Gamble and their Tide, Pampers, Iams, and Pantene product brands).