Banner Advertising and Web Site Analytic Terms:
Brand, Brand Name, and Branding: A brand is a
product, service, or concept that is publicly distinguished
from other products, services, or concepts so that it can
be easily communicated and usually marketed. A brand
name is the name of the distinctive product, service, or
concept. Branding is the process of creating and disseminating
the brand name.
Branding can be applied to the
entire corporate identity as well as to individual product
and service names. In Web and other media advertising,
it is recognized that there is usually some kind of branding
value whether or not an immediate, direct response can
be measured from an ad or campaign.
Companies like
Proctor and Gamble have made a science out of creating
and evaluating the success of their brand name products.
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