Definition: Brand

What is a brand?

A brand is any recognisable feature that represents a company or a product on the market. In many ways, a brand serves as the public face of a company.

At its core, a brand consists of attributes such as naming, logos or trademarks. Through strategic development and marketing at all customer touchpoints, a brand can become instantly recognisable to its target audience. Strong brands have a clear identity that clearly sets them apart from their competitors, be it in terms of products, services or messages.

Customers often build connections and loyalty to brands that best represent them, and this can influence their purchasing decisions.