The American Marketing Association defines a ________ as "a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors."

The American Marketing Association defines a brand as "a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors."

According to Kotler a brand is a name a sign or combination of these to distinguish one product from the others. People often associate and develop relationships with the brand so that they can trust rely and depend on for future purchase.

According to Kotler's definition a brand must be distinguished from the other products and then it must have a desirable place in the minds of the consumers. That is the brand is as good as the customers think.