Business entrepreneurs these days have rightly realized that the most important asset of a business is its brand name that is associated with its products and services. Whenever a product or service is launched in the market for the first time, a new brand comes into existence. It is also an understood tactic that a successful firm definitely has an attractive and impressive brand name

The American Marketing Association defines a brand as “a name, term, sign, symbol or design or a combination of them, intended to identify the goods and services of one seller or group of sellers to differentiate them from those of the competitors.

A brand is actually an identity for the sellers or the producer of the product. It can consist of numbers, letters, words, or a combination of all of these.


To shine in the market and to retain the most preferred position, for the brand to stand out in the crowd, firms are taking so much effort to do everything that’s needed and does in their capacity to consistently better its performance.

The following are the main characteristics needed for a brand to gain the competition:


For a brand to succeed and outperform in the competition is to be as competitive as possible. A successful brand should dive above customer expectations and retain its positioning at the cutting edge of the industry.


In order to grab the minds of the consumers at large, the brand should be very distinctive. The brand should have some valuable features that should be known to the public and for which it is establishing the brand in the minds of the masses. Maybe innovative products, providing quality goods and services to the public, by that way giving the consumers, a specific reason to use the particular brand.


Having a wonderful product with great qualities but not taking any proper efforts to create awareness of the product is of no use to the firm. The product should have to reach out to the consumers through various marketing channels. The more marketing channel that the firm chooses the more will awareness of the brand in the market. These days social media play a major role in taking the brands to the national as well as the international markets.


If your brand does not reveal what is your product and service all about, then there are chances that the brand may not pick up. Hence authenticity is a very important aspect of branding.


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