- A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers.
- The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller.
- If used for the firm as a whole, the preferred term is trade name.
Key Databases: Find Articles on Brands
Library Quick SearcheBooks
You may also search specific databases which provide access to journals, trade and industry publications, newspapers, and more. Suggested keywords:
- brands, "brand choice," brand name products, "brand loyalty," branding, product management, trademarks AND the name of a company or brand.