A brand is a distinguishing name and/or a symbol (logo, packaging, trademark) that identifies the goods and/or services, and that serves to differentiate those goods and/or services from those of their competitors. Therefore, a brand signals to a customer the source of the product and/or service.

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• Keller‘s Definition:

– A product, but one that adds other dimensions that differentiate it in some way from other products designed to satisfy the same need.
• Rational and tangible

• Symbolic, emotional and intangible

• The psychological response to a brand can be as important as the physiological response.

• A brand is ―the sum of the expectations that a customer or stakeholder has when purchasing a product or dealing with an organization.‖
Source: Robert P. Woyzbun. ―Branding for the Rest of Us.‖

• In essence, a brand is an expectation or a promise waiting to be fulfilled. Brands are shorthand for trust.

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