Brands and Identity: We Are Our Brands

Abstract

Before examining the roles of brand in our forming an identity, let me say something about the nature of fashion, since brands are intimately connected to fashion and its various functions.

Branding has long been popular in consumer goods. Some brands have become so powerful that they are used as generic terms for the product itself. Aspirin, shredded wheat, and cellophane were all brand names at one time. The real growth of branding came after the Civil War, with the growth of national firms and national advertising media. Some of the early brands survive, notably Borden’s, Quaker Oats, Vaseline, and Ivory soap … A brand is a name, term, sign, symbol, design, or a combination of these elements that is intended to identify the goods and services of a seller and differentiate them from those of competitors. A brand name is the part of the brand that can be vocalized. Examples are Disneyland, Hilton, Club Med, and Sizzler. A brand mark is the part of a brand that can be recognized but is not utterable, such as a symbol, design, or distinctive coloring or lettering … A trademark is a brand or part of a brand that is given legal protection; it protects the seller’s exclusive rights to the use the brand name or brand mark.

Philip Kotler, John Bowen, James Makens, Marketing for Hospitality and Tourism (2nd edition)