The American Marketing Association defines a brand as “a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and …

Brand Architecture, which I’ll refer to as “Naming Architecture” for this blog, describes how a family of brands relate to one another. There are essentially three architectural naming models to which …

Brand Management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase the product’s perceived value to the customer and thereby increase brand …

This course is aimed at providing students with the theoretical bases necessary to understand the process of creating, managing, measuring and valuing a brand as well as introducing several tools, …

The commercial value of a brand that derives from consumer perception of the brand name of a particular product or service, rather than from the product or service itself.

brand name, or product brand, is a word, group of words, letters, or numbers that represent a product or service. A trade name, or corporate brand, identifies and promotes a company or a division of a …

In similar fashion, a brand name is more than the label employed to differentiate among the manufacturers of a product. It is a complex symbol that represents a variety of ideas and attributes.