A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. [2] [3] [4] [5] Brands are used in business , marketing , and advertising for recognition and, importantly, to create and store value as brand equity for the object identified, to the benefit of the brand's customers, its owners and shareholders . [6] Brand names are sometimes distinguished from generic or store brands .
The practice of branding - in the original literal sense of marking by burning - is thought to have begun with the ancient Egyptians , who are known to have engaged in livestock branding as early as 2,700 BCE. [7] [ need quotation to verify ] Branding was used to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with a hot branding iron . If a person stole any of the cattle, anyone else who saw the symbol could deduce the actual owner. The term h
In the modern era, the concept of branding has expanded to include deployment by a manager of the marketing and communication techniques and tools that help to distinguish a company or products from competitors, aiming to create a lasting impression in the minds of customers . The key components that form a brand's toolbox include a brand's identity, personality, product design , brand communication (such as by logos and trademarks ), brand awareness , brand loyalty , and various branding ( brand management