Abstract:
In this paper we will try to define brand. All the companies now are striving to establish their brand name in the global market. By creating a good brand name and brand identity they can increase their brand value, which, in turn, will drive the company's growth.
Branding is very important in todays world of competitive market. Every company has to create a good brand name and brand identity so that people get to know about it clearly and quickly. Therefore, defining brand involves creation of brand name, logo and catch lines.
Brand name is basically the name of the company. To create a good brand name lot of things have to be kept in mind, like, the visual expression of that name, design of logo etc. Any company communicates with its target audiences through brand name. It also tells the customers about the products and services offered by the company.
A brand is a kind of pledge as well. Every brand name has an abstract behind it which tells about the company's profile and performance. Therefore, it is the company's duty to maintain that. Brand is basically a reason for existence to a company that has been expressed through brand name and identity to all the customers, company officials and shareholders. A brand ought to express efficiently and easily the desired attributes of the products, initiatives and services offered by the company.
We can explain it with a suitable example. Apple, the inventor of small computer, has created a good attractive logo as their brand name. The company has been changing the appearance and style of its logo frequently to keep track with the market needs. Moreover, Apple has been maintaining its distinctive branding features for which the company's name has got the worldwide popularity. The brand "Apple" stands for innovation and high quality design. So, Apple's brand value is increasing rapidly day by day.