What is a brand in marketing?

To marketing professionals, a brand is a product or a business that has a distinct identity in the perception of consumers. The brand is created through elements of design, packaging, and advertising that, as a whole, distinguish the product from its competitors. The product contributes to the brand equity of the company that produces it.

What makes a product a brand?

A brand is a product or service that has a unique and immediately recognizable identity that distinguishes itself from others in its industry. The consumer associates the product name, label, and packaging with particular attributes such as value, quality, or tastefulness. A cough drop is just a cough drop.

What makes a brand a modern brand?

Keeping with the original meaning, a modern brand remains the result of such branding activity, only now incorporating many different kinds of intentional expressions. A brand is the sum of all expressions by which an entity (person, organization, company, business unit, city, nation, etc.) intends to be recognized. That’s it. Not more, not less.