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Healthcare Glossary
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Brand
The set of physical attributes of a product or service, together with the beliefs and expectations surrounding it – a unique combination which the name or logo of the product or service should be emotive. Successful branding is usually a reflection of a company's identity or philosophy - when this is the case stronger relationships with customers are commonly forged. When a brand is established well, customer or client loyalty can be a key advantage in marketing and economic growth.
See also:
Brand extension
Brand image
Brand management
Brand mapping
Brand reinforcement
Brand revitalisation
Brand strategy
Brand value
Branding ladder
Brand personality
Related terms
Product attributes, List building, Corporate identity, New product development (NPD), Direct-to-consumer (DTC), Launch plan, Emotional selling preposition (ESP), Brand revitalisation, Likert scale, Latent demand, Channel strategy, Business plan, Growth stage, Reimbursement, Cost per click (CPC),
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We are the medical communications experts within McCann Health. Communicating science to bring meaning and positive change to people’s lives....
