According to the American Marketing Association, a brand is a:
‘name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition’.
The word brand is derived from the old Norse word ‘brandr’, which mean ‘to burn’ as brands were originally and still are used as a method that owners could mark their animals in order to identify ownership (Keller, 2003). Similarly today, companies add their brand is order to identify ownership and differentiate from competitors. Full Article.
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