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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
Concept development and testing, Early adopters, Majority fallacy, Market value added (MVA), Fax Preference Service (FPS), Market challenger, Customer loyalty, Duplication, Market development, Click tracking, Offensive marketing, Opportunity cost, Shareholder value, Below the line , Launch plan,
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