How to define your brand and determine its value

Haigh, David; Knowles, Jonathan
May 2004
Marketing Management;May/Jun2004, Vol. 13 Issue 3, p22
This article discusses the definitions of brand and its importance in generating and sustaining the financial performance of businesses. A brand is a logo and associated visual elements. This definition focuses on the legally protectable visual elements used to differentiate and stimulate demand for one company's products and services over another. Brand is also a larger bundle of trademark and associated intellectual property rights. This wider concept of brand includes marketing intangibles such as domain names, product design rights, trade dress, packaging, and copyrights in associated colors, smells, sounds, descriptors, logotypes, advertising visuals, and written copy. Under the third definition, brand refers to the whole organization within which the specific logo and associated visual elements, the larger bundle of visual and marketing intangibles, and the associated goodwill are deployed. There is a widespread acceptance that brands play an important role in generating and sustaining the financial performance of branded businesses. With increasing competition and excess capacity in virtually every industry, strong brands help companies communicate why their products and services are uniquely able to satisfy customer needs.


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