A brand is a name, term, design, symbol or other feature that distinguishes one seller's product from those of others. Brands are used in business, marketing, and advertising.
Effective branding can result in higher sales of not only one product, but of other products associated with that brand. Brand development takes time to produce and oftentimes handled by a design team.
Careful brand management seeks to make the product or services relevant to the target audience. Brands should be seen as more than the difference between the actual cost of a product and its selling price – they represent the sum of all valuable qualities of a product to the consumer.
Brands typically comprise various elements, such as:
name: the word or words used to identify a company, product, service, or concept
logo: the visual trademark that identifies a brand
tagline or catchphrase: "The Quicker Picker Upper" is associated with Bounty paper towels
graphics: the "dynamic ribbon" is a trademarked part of Coca-Cola's brand
shapes: the distinctive shapes of the Coca-Cola bottle and of the Volkswagen Beetle are trademarked elements of those brands
colors: Owens-Corning is the only brand of fiberglass insulation that can be pink.
sounds: a unique tune or set of notes can denote a brand. NBC's chimes provide a famous example.
scents: the rose-jasmine-musk scent of Chanel No. 5 is trademarked
tastes: Kentucky Fried Chicken has trademarked its special recipe of eleven herbs and spices for fried chicken
movements: Lamborghini has trademarked the upward motion of its car doors
Knowing where we come from is always important when considering where we're going, branding started in nature before human existance and it is still evolving.
The history of logo design begins with the roots of human expression. In fact, the fundamental power of symbols remains most important element of logo design. A logo has meaning because it draws on centuries of signs and symbols (including the alphabet) in human literary and visual language.
Logo design as we know it today is a strategy that rose to popularity with brands and corporations. In terms of visual communication, a modern company that represents itself with a logo, color scheme, and slogan is not very different from a 15th century royal court that invoked identity and unity through the use of family crests, uniforms, and religious symbolism.