Brand

Brand

n. 1. An identification between a product or service, its manufacturer or provider, and an associated perception or value in the mind of the CUSTOMER: “I'm sorry, Ma'am. We don't happen to carry that brand.” 2. A logo, trademark of other means of promoting such an identification or association. See also STORE BRAND.

NOTE: Branding, and the building up of what's called Brand equity is a multi-billion dollar industry, involving marketing, advertising, PRODUCT placement, positioning, and so on.

For example, when you think of a facial tissue, you probably think “Kleenex®”, and when you think photocopier, you probably think “Xerox®.” Those are Brands.

TRUE STORY: Kleenex® and Xerox®, among others, are in fact such powerful national brands that the companies that own them pay big bucks to put ads in Writer's Digest and similar magazines to plead with writers not to use their Brand names as generic words. If a Brand name ever becomes generic, anyone can use the word, and the owner looses both a huge marketing advantage and a huge financial investment. For example, did you know that “zipper” was once a Brand name owned by B.F. Goodrich? Not anymore!

For more information on lost Brand names and trademarks, see, e.g.,
^{http://en.wikipedia.org/wiki/List_of_generic_and_genericized_trademarks}