A brand is a name, sign, symbol, design, or combination of these that identifies and distinguishes the products or services of one seller or group of sellers from those of its competitors. Conceptually, a brand is much more than a logo or a name; it is the sum of all the perceptions and emotions that a consumer associates with a company or offering.
A brand performs multiple functions: it facilitates recognition, guarantees quality, and conveys information about the characteristics of the product. A strong brand builds trust and loyalty among consumers by providing a basis for emotional connection and serves as a defense against competitive actions, ensuring sales stability and the ability to charge higher prices.
