Abstract
It is difficult to define a brand. Indeed, too many marketing professionals have their 'own' answer. However, the first definition that seemed to be good is that 'a brand is a name, term, sign or symbol used to identify items or services of the seller(s) and to differentiate them from goods of competitors'. But I think that this one is a little incomplete, I believe that it is important to say 'a brand is a collection of perceptions in the mind of the consumer', it is 'something that resides in the minds of consumers'. As a result, the key to create a brand, according to the first definition, is to be able to choose a name, logo, symbol, package design, or other attribute that identifies a product and distinguishes it from others. And as a consequence, 'it is that consumers perceive differences among brands in the product category'. A brand is distinguished from a product, which is defined as anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a need or want.
