Brands

A brand is a name, term, design, symbol, or other feature that identifies a seller's product or service and distinguishes it from competitors. Brands encompass logos and packaging as well as the meanings, experiences, and expectations that customers associate with them. A brand's value comes from perceptions cultivated over time, not any single asset.

Brand identity is the set of elements a company deliberately creates—logos, colors, typography, tone, and design systems—that communicate its position. Brand image is the collection of consumer perceptions formed through products, advertising, service experiences, and word of mouth. Brand equity is the added value from recognition, loyalty, perceived quality, and associations.

Branding is a structured process that includes research, positioning, naming, design, messaging, and delivering consistent experiences across products and channels. Brand architecture organizes a company’s brands into corporate, product, or sub-brands to clarify relationships for customers. Brand management aims to build, measure, and protect equity.

Brands influence choices by signaling trust and quality and by reducing perceived risk. Trademarks protect names and logos, helping prevent confusion and protect value. In the digital age, brands engage audiences online through websites, social media, content, and experiences, while balancing standardized identities with local adaptation in global markets.