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Internationalization Glossary OER-CRAFTS

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INTERNATIONALIZATION GLOSSARY

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Brand
BRANDING AND COMMUNICATION
MARKET ANALYSIS

A brand is a mixture of attributes, tangible and intangible, symbolised in a trademark, which, if managed properly, creates value and influence.

“Value” has different interpretations: from a marketing or consumer perspective it is “the promise and delivery of an experience”; from a business perspective it is “the security of future earnings”; from a legal perspective it is “a separable piece of intellectual property.” Brands offer customers a means to choose and enable recognition within cluttered markets.