Abstract
Where a relationship with the customer develops, this is often personified either by the company’s name or by the brand name on the product itself. ICI, IBM, BMW, Kodak and Cadbury are excellent examples of company brand names. Persil, Nescafé, Fosters, Dulux, and Castrol GTX are excellent examples of product brand names. A brand is a name, term or symbol (or combination of these) that identifies a product and differentiates it from those of competitors. A successful brand identifies a product as having a sustainable competitive advantage.
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Further reading
The Economist (1988) The year of the Brand, 24 December.
Landor Associates (1991) The World’s Leading Brands, Landor Associates London.
de Chernatony, L. and McDonald, M. (1998) Creating Powerful Brands, Butterworth-Heinemann, Oxford.
Doyle, P. (1999) Branding, in M. Baker (ed.), The Marketing Book Butterworth-Heinemann, Oxford.
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© 2003 Malcolm McDonald and Martin Christopher
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McDonald, M., Christopher, M., Bass, M. (2003). Brands. In: Marketing. Palgrave, London. https://doi.org/10.1007/978-1-4039-3741-4_9
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DOI: https://doi.org/10.1007/978-1-4039-3741-4_9
Publisher Name: Palgrave, London
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