Definition of Brand

2.2. Dealers (Leslie De Chernatony, 2001) stated that organizations that distribute products directly to customers without using intermediaries or channel members seem overwhelming or dominant. Suppose that intermediaries should be better, as it will benefit the brand strategy. The problem here is as follows. (I) Consistency of goals (Collins and Porras, 1996) not only for companies with clear vision and goals, but also for distributors with goals that match those companies.

For all these reasons, marketing-related literature has many brand-related definitions. Definition of a brand is one of the most popular opinion differences among literary experts, and several different interpretations of brands are often based on some concepts in their conceptualization (De Chernatony 2001; Kapferer, 2004; Keller, 2003). To better understand the role of brand equity, let's start with the exact definition of "brand" or "brand". The most quoted definitions have been modified according to the old suggestions proposed by the American Marketing Association (AMA) (1960). 'A brand is a name, term, sign or design, or a logo or a combination thereof to identify and distinguish the product. Or services from competitors in the market. (Aaker, 1991; Barwise et al., 1990; Kotler et al., 2003; Keller, 2003) This definition states that brands are operated in a market environment where differentiation is important.

In the brand equity literature, you can identify the definitions of two different brand assets. First, the accounting definition indicates that brand equity is an indicator of the brand's economic value and attempts to measure net additional inflows through the value of the brand or intangible asset brand. Brand equity creates various definitions from marketing that explain consumers' beliefs about groups and brands, which can be seen as an indicator of how consumers are associated with the brand.