How does the American Marketing Association define a brand?

The American Marketing Association defines a brand as a name, sign, symbol, or design used to identify and differentiate goods and services from one another. This definition emphasizes the multifaceted nature of branding, which encompasses various elements beyond just a visual identity. A brand serves not only to identify a product but also to convey its unique value propositions and build an emotional connection with consumers.

This comprehensive view is crucial in marketing since a brand shapes consumer perceptions and influences purchasing decisions. A brand’s identity goes beyond mere aesthetics; it includes the reputation and overall experience associated with the product or service. Thus, the definition captures the essence of branding as a tool for positioning in the marketplace and establishing customer loyalty.