A brand is a mixture of attributes, tangible and intangible, symbolized in a trademark, which, if managed properly, creates value and influence.“Value” has different interpretations: from a marketing or consumer perspective it is the promise and delivery of an experience; from a business perspective it is the security of future earnings; from a legal perspective it is a separ-able piece of intellectual property. A brand is intended to ensure relationships that create and secure future earnings by growing customer preference and loyalty. Brands simplify decision-making, represent an assurance of quality, and offer a relevant, different, and credible choice among competing offerings.
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