Research Topics:

Brand Equity | Brand Identity | Brand Loyalty Studies

Content Type:

Glossary

Brand Definition

A Brand is a name, term, design, symbol or any other feature that identifies one seller's good or service as distinct from those of other sellers including sum of all the characteristics, tangible and intangible, that make the good/service unique.

In the context of marketing research, a brand is the combination of tangible and intangible characteristics – name, term, design, symbol, logo, design, messaging and reputation, to name a few – that identifies one seller's goods or services as distinct from those of other sellers. To consumers, a brand provides insights in perception, preference and behaviors. Brand-related marketing research identifies and promotes a brand’s strengths, weaknesses, opportunities and threats in the marketplace. Research findings can help businesses identify target markets and enhance marketing plans.

Who relies on brand data?

Brand data is helpful to a wealth of entities, including marketing researchers, brand managers, product development teams, company executives, advertising agencies and business consultants.

Why should I care about brands?

Market research helps entities understand and manage their brands and how they directly influence customer loyalty, purchase decisions and overall business success. A successful brand can command higher prices, drive customer engagement and create emotional connections.