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It is a set of verbal and/or visual cues, and as such it is part of product’s tangible features. A brand name is that a part of brand that can be spoken, including letters, words and numbers; like BMW, Danone or Citibank. A brand mark is the element of a brand that cannot be spoken, often a symbol, design, or specific packaging, like the Mercedes logo or the Absolut Vodka bottle. A trademark is the legal designation indicating that the owner has exclusive use of the brand.
• Branding augments a core product with distinctive functional and emotional meanings and values which distinguish it from the competition...
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