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There are many definitions of what a brand is. There are as well many origins of the word brand. But when did it get the meaning it has now? Originally brand was “a mark burned on the hide of an animal to identify its owner, or on the person of a convicted criminal to warn the public of theirs character” (Black 2003: 38). Mark Ritson writes that “the origin of the term brand comes from brandr, the Norse word for fire. It means to burn the mark of the producer onto the product that they made.” (Ritson 2006: 17) The Oxford Dictionary of Economics describes brand as “a name used to identify the maker or distributor of a good”. The American Marketing Association defines brand as “a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors”. A brand is thus a dimension that differentiates products or services from products and services of the competition which are designed to satisfy the same needs. This dimension may contain differences that communicate what brand represents or may be related to the product or service performance.
Brand Element: The visible elements of a brand (such as colors, design, logotype, name, symbol) that together identify and distinguish the brand in the consumers' mind. Such as:
Name: The word or words used to identify a company, product, service, or concept. Logo: The visual trademark that identifies the brand. Tagline or Catchphrase: "The Quicker Picker Upper" is associated with Bounty paper towels. "Can you hear me now" is an important part of the Verizon brand. Graphics: The dynamic ribbon is a trademarked part of Coca-Cola's brand. Shapes: The distinctive shapes of the Coca-Cola bottle and of the Volkswagen Beetle are trademarked elements of those brands. Colors: Owens-Corning is the only brand of fiberglass insulation that can be pink. Sounds: A unique tune or set of notes can denote a brand. NBC's chimes are a famous example. Scents: The rose-jasmine-musk scent of Chanel No. 5 is trademarked. Tastes: Kentucky Fried Chicken has trademarked its special recipe of eleven herbs and spices for fried chicken. Movements: Lamborghini has trademarked the upward motion of its car doors. Customer relationship management