Role of Brands and Scope of Branding (Philip Kotler Summary)

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 to differentiate them from those of competitors.”

Therefore, a brand is a product or service which help the organization differentiate their products or services from others

 

[Dhruv Bindhani]

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 to differentiate them from those of competitors.”

Therefore, a brand is a product or service which help the organization differentiate their products or services from others

This post from January 10, 2015, presents a concise definition of a brand based on the American Marketing Association (AMA).

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Defining a Brand: Differentiation in the Marketplace​

The American Marketing Association (AMA) 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 to differentiate them from those of competitors."

In essence, a brand is a product or service that enables an organization to distinguish its offerings from those of others in the market. This differentiation is crucial for recognition, customer preference, and competitive advantage.