A Brand is a sign, symbol, name, term or design or a combination of them, meant to identify and differentiate the products and services of any organisation from those of their competitors. A Brand is often used to refer to a sign, symbol, name, term or design or a combination of them which helps individuals identify and differentiate a product or service of any organisation from those of their competitors.
A brand can be thought of in terms of multiple layers:
- Core benefit: The fundamental need the brand satisfies
- Brand augmentation: Packaging, distribution, naming and presentation
- Brand differentiation: Benefits or associations that differentiate the brand from competitors
- Brand super augmentation: Things not directly related to the core but perceived as an extension of the brand
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