To marketing professionals, a brand is a product or a business that has a distinct identity in the perception of consumers. The brand is created through elements of design, packaging, and advertising that, as a whole, distinguish the product from its competitors.The product contributes to the brand equity of the company that produces it. A successfully executed brand provides enormous value to a company, giving it a competitive edge over others in the same industry. As such, many companies seek legal protection for their brands by obtaining trademarks.
