3.1. What is a brand?Brand, one of the new concepts in modern marketing knowledge system, which changes very much aware business, expanding the borders of target marketing and business concepts to the different areas in lifeThe concept of the brand Marketer can be different but equally clearly shows the importance of branding (which represented the brand identity design) as a most effective competitive advantage, to maintain the authority of the current and forecast company created the Foundation for the long-term development of the company.Most people when mentioning the brand (Brand) are associated to a concept familiar is the trade-mark (the mark), and there is a lot of debate in professional societies and community marketing (even in the advanced countries) about the distinction between trade-mark and the brand is still not resolved. The most recent concept for that brand is a combination of evidence, the relationship, the consumer experience ... and so virtually every scholar has a different definition of brand. Among the many different perspectives, opinions on brand image and also the views attach great importance to the quality of the product.3.1.1. the trade mark as defined by the American Marketing Association. The American Marketing Association defines a brand as "A name, design, logos, or any other features to distinguish products, services of the seller with the products and services of other sellers. A brand can identify a product, a product, or all the items of the seller ".3.1.2. The brand as defined by the world intellectual property organization. Brands-according to the definition of the Organization the world intellectual property (WIPO): is a sign (tangible and intangible) specifically to identify a product or service goods that are produced or provided by a person or an organization.The brand is understood as a form of non-material assets. Note to distinguish the brand with trademarks. A producer is often characterized by a brand, but he can have many different trademark. For example, Toyota is a brand, but comes in has many trademarks: Innova, Camry ...
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