brand
BRAND
/brænd/
The unique identity of a company, product, or person, including its name, logo, and the emotional perception it creates in consumers.
A brand is not just a logo; it is the 'gut feeling' a customer has about a product.
The story behind the word. In the Viking age, 'brandr' meant to burn. This led to the practice of 'branding' livestock with a hot iron to show ownership. By the 19th century, manufacturers 'branded' their crates to prove the quality of the goods inside.
Word relationships
- trademark: A trademark is the legal protection of a brand element, while brand is the total identity.
- reputation: Reputation is what people think of you; a brand is a reputation you actively try to build.
- generic: A product without a specific brand identity or name.
Commonly confused with
- logo: A logo is a visual symbol; a brand is the entire emotional and psychological experience.
Word family
- branding (noun): The process of creating a brand.
Collocations
- brand loyalty
- brand identity
- brand awareness
- personal brand
Idioms & expressions
- brand new
Example sentences
- "Your brand is what other people say about you when you're not in the room." A famous quote on brand value.
- "The company spent millions to rebrand itself as an eco-friendly technology leader." Corporate identity.
Memory hook
A brand 'burns' an image into the customer's mind. Ownership through fire.
When not to use
Avoid using it as a synonym for 'product' when you specifically mean the physical item rather than its identity.
Fun facts
- The oldest continuously used brand in the world is likely a Japanese construction company founded in 578 AD.
Related words
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