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What is a 'Brand'. A brand is a distinguishing symbol, mark, logo, name, word, sentence or a combination of these items that companies use to distinguish their product from others in the market. Legal protection given to a brand name is called a trademark. BREAKING DOWN 'Brand'.
A brand is a set of associationsâ¦. People speaking about brand often use the term to mean the name or logo of a business. While this shorthand is true, it is not fully accurate. A brand is more than the name or visual element used to represent your company. It is the emotional and psychological associations that a person makes with your business, product or service.