What is the brand? Basic brand definitions

Many starups have not yet defined the influence of the brand on the business and it largely determines the survival of the company, individual business ...

What is the brand?

There is no term in the legal documents of Vietnam trademark but there are only other relevant terms in which there are many views on trademarks, trade names, appellations of origin such as geographical indications, industrial designs ... Therefore, the first understanding of trade Brand names include intellectual property objects often referred to as: trademarks (for example: Trung Nguyen (coffee), Made in Vietnam (garment), ...; geographical indications and names Origin (for example: Ba Vi (fresh milk), Phu Quoc (fish sauce), ... and trade names (eg FPT, Viettel, VNPT, ...) have been registered for protection and recognized by law.

What is the brand

Some approaches to the brand

There is no official concept that can be fully expressed What is the brand. Brands are approached through the following perspectives:

Brand is a trademark? We all know that "brand" and "brand" coexist. Often hear "branding", "brand image", "brand vision", "brand strategy", .... but no one says "branding" or "brand vision". Trademarks are used in law and trademarks are mainly used in economics. These two concepts differ in terms of use and content.

Brand for distributor, brand used for goods? Honda is a brand. Wave, Future, ... are trademarks. What about Panasonic, Sony,…?

Trademarks are registered trademarks protection and was famous? But Biti's not registered for protection in the US and Nguyen Ninh rice cakes not registered for protection?

Trademarks are a combination of trademarks, trade names, geographical indications and appellations of origin?

Coca Cola limited edition

Brand concepts

According to the definition of Marketing Association America:

“Brand is a name, a word, a sign, a symbol, a drawing or the whole of the aforementioned elements to identify a product or service of a product (or group). or services of a (group) of people who sell and differentiate those products (services) from competitors ”.

Definition of the world intellectual property organization (W / PO):

“A brand is a special (tangible and intangible) sign that identifies a product, commodity or service that is produced or provided by an individual or an organization. For businesses, brand is the concept in consumers about products and services with the signs of the business attached to the surface of the products and services in order to confirm the quality and origin. Brand is an important intangible asset and for large businesses, the corporate brand value accounts for a significant part of the total value of the business ”

Thus, the brand can be understood as:

A brand is one or a set of signs to identify and distinguish a product or business; is the image of the product and the enterprise in the mind of the public.

Signs can be letters, numbers, drawings, symbols, representations of colors, sounds, ... or a combination of those factors.

In fact, brands are identified through two groups of signs:

  • Intuition signs: Names, symbols, logos, slogans, music signs, designs of goods and packaging, ...
  • Perceptual signs: images of superiority, difference, sense of safety, personal values when consuming a product, ...

Product brands

Many people wonder what product brand is? How to brand products? Product branding is making products different from other products, this difference is probably quality, utility, unique technology, product price, sophisticated design, ... . anything possible. Using a strong and sustainable brand name will help businesses get more trust and trust from customers.

Brand image


Brand Image is a very important factor determining the success of brand communication strategies. It is a creative combination of visual elements so that they have the same language, consistent branding message. Through them, consumers can easily associate and recognize brands.

The brand image also positively affects the overall brand name, increases popularity and gives the brand more vitality, narrowing the gap between the brand and the consumer.

Most of the branding factors are tangible (advertising posters, websites, packaging, business cards ...). Therefore, a brand does not have to have one or more Brand images. The problem is that through them, consumers must immediately think of the brand and its preeminent values.

Brand is one of the important factors contributing to maintaining, expanding, developing domestic and foreign markets for enterprises, improving commercial civilization, and contributing to the fight against unfair competition. In the context of our country's international economic integration, businesses face fierce competition, especially when there are many foreign goods entering the Vietnamese market. Therefore, it is very essential for businesses to build brands for their goods and services.

Above is some information about the brand. Hopefully it will help partially answer questions about what is branding and issues related to brands. If you have questions that need answers or information you want to exchange, you can comment in the comments below, we will reply as soon as possible!