ESOMAR European Society for Opinion and Marketing Research
Brand: »A product or service to which human beings attach a bundle of tangible (functional product and service characteristics) and intangible (emotional and/or symbolic) meanings that add value. A brand has one strategic purpose and that is to differentiate itself from competitors.«
Branding: »Has two meanings:
· The process, which may take decades, by which a brand comes to have added values and involves long-term support by communications either above or below the line.
· The associative strength between an advertisement (usually) and a brand expressed as a positive or negative relationship, ie "well branded" or "poorly branded".«
Market Research Glossary, ESOMAR European Society for Opinion and Marketing Research, www.esomar.org
Wolfgang K.A. Disch