APT Initiatives
APT Business & Economics Resources
Minimising Workloads, Maximising Performance
Established in 1999

Special Items

Brand / brand name

A name given by a producer to one, more, or all of its products – in order to make it distinctive to consumers / easily recognised, and to differentiate it from competition. For example, within the UK, Boots produces its own (brand) ranges of toiletries and medicines, such as No.7 and Botanics, and also manufactures well-known brand names, including Strepsils and Nurofen, and product ranges for brands such as Toni and Guy. Really successful brand names become generic eg the term biro has become synonymous with ballpoint pen as has the term hoover with vacuum cleaners. Popular brands are often supported by logos or slogans, which can also help to promote the benefits of using a business’s product or service to all those who see them. See branding, logo and slogan.

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