One complete definition of a brand is as follows:
“A name, term, sign, symbol or design, or a combination of these, that is intended to identify the goods and services of one business or group of businesses and to differentiate them from those of competitors”. Three other important terms relating to brands should be defined at this stage: As we discussed earlier it is very important to be clear about the difference between Brands and products Brands are rarely developed in isolation. They normally fall within a business’ product line or product group. A product line is a group of brands that are closely related in terms of their functions and the benefits they provide. A good example would be the range of desktop and laptop computers manufactured by Dell. A product mix relates to the total set of brands marketed by a business. A product mix could, therefore, contain several or many product lines. The width of the product mix can be measured by the number of product lines that a business offers.
