Brand Definition

Brand is a name, term, sign, symbol design, or combination thereof that identifies a product / services produced by a company. The identification also serves to differentiate the products offered by competitors. According to the American Marketing Asciation in Ranguti Freddy (2002: 1-2), "Brand is a name, term, sign, symbol or design or combination of those things. The purpose of branding is to identify the products or services produced so different from the products or services produced by competitors".

According to the American Marketing Association in Kotler & Keller (2006: 256), "Brand is a name, term, sign, design, or a combination of those things. Brand as a name, term, symbol, or design, or combination of Them, intented to identify the goods or services That addsa dimension diffentiate it in. That some way from other products or services designed to satisfy the same need ".

Freddy Ranguti in his book The Power of Brand (2002: 2) brands can also be divided in other terms such as:

1) Brand name which is a part that can be spoken. Eg Pepsodent. BMW, Nokia, Toyota and so on.

2) Brand Mark which is part of a recognizable brand, but can not be pronounced, such as symbols, designs, letters or colors specially. For example, Toyota's symbol, a three diamond Mitsubisi.

3) Trademark Sign which is part of the brand or brands protected by law because of his ability to produce something special. This protects the seller's trade mark with privileges. This trade mark protects the seller by nhak privileged to use the brand name (brand mark).

4) Copyrihgt which is a privilege protected by law to produce, publish and sell the paper, a piece of music or artwork.

Continued to  Role of Brand

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