What is brand?

According to the American Marketing Association (AMA), a brand is a “name,

term, sign, symbol, or design, or a combination of them, intended to identify the
goods and services of one seller or group of sellers and to differentiate them from
those of competition.” Technically speaking, then, whenever a marketer creates a
new name, logo, or symbol for a new product, he or she has created a brand.

Thus we can make a distinction between the AMA definition of a “brand” with a
small b and the industry’s concept of a “Brand” with a big B.

consider the variety of brand name strategies. Some companies, like General
Electric and Samsung, use their names for essentially all their products. Other
manufacturers assign new products individual brand names that are unrelated to
the company name, like Procter & Gamble’s Tide, Pampers, and Pantene product
brands. Retailers create their own brands based on their store name or some
other means; for example, Macy’s has its own Alfani, INC, Charter Club, and Club
Room brands.

Brand vs product?