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Marketing vocabulary · Branding & Positioning

Brand

Meaning in marketing, with examples

/brænd/nounCore term

In marketing, brand means: The name, design and reputation that make a company or product recognisable, together with the ideas and feelings people connect with it.

In Turkish: marka

How it is used

Used constantly in marketing, also before other nouns: brand manager, brand values, brand strategy. You build, launch, grow or protect a brand. Marketers often stress that a brand is much more than a logo.

Example sentences

  1. We want to build a brand that young people trust, not just a cheaper alternative.

  2. She joined last year as brand manager for the snacks category.

Common collocations

  • build a brand
  • brand manager
  • brand values
  • strong brand
  • own brand
  • brandingThe work of creating and shaping a brand: choosing its name, visual style and voice, and managing how people see it over time.
  • brand identityThe way a company wants its brand to look, sound and feel, including its name, logo, colours, fonts, tone of voice and values.
  • brand awarenessHow well people in the target market know and recognise a brand, for example whether they can name it without help or recognise its logo.
  • brand equityThe extra value a brand name adds to a product, such as the higher price or stronger loyalty a well-known brand gets compared with an unknown one.

More terms: Branding & Positioning

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