The brand expresses a term, symbol, signal, or design, or a combination of them aimed at identifying goods and services. The merchant or manufacturer places it on the products they sell or manufacture to differentiate them from what are sold by other competitors. The brand is considered as the real identity of the products of any company in the market. That identity plays a key role for the consumer as it is the link between them and the product.
The brand is one of the most important assets owned by companies. It builds and transmits a picture that reflects the quality of products or services to the consumers. This results in establishing a close relationship between the producer and the consumer.
In the business dictionary, the Brand is a commitment by a company to ensure that consumers are confident and loyal to their products or services. As for the image of the company, it reflects the advantages, brand, and products by addressing consumers' emotional and intellectual aspects.
There are three types of brands:
1- Commercial: used by traders to differentiate products.
2- Industrial: used by the manufacturers to distinguish the products they make from other similar products.
3- Service brand: distinguishes a particular service from a similar service.