Brand - Definition and Scope A brand showcases various characteristics of a business. It is more than a word, name, image, sign, product or service. And it differentiates a company in its field / market. There are different views in the mind of different buyers regarding a brand. But trust is the very factor that makes a company a brand. Awareness of public for a brand is a way to evaluate an organization. “Branding is a marketing and communication term that helps an organization to be distinguished in the marketplace.” Marque, concept, product or service can be a brand. And name of the distinctive marque, concept, product or service is the brand name. Brands are very often secured – they are secure from use by others with a trademark. They are usually stated in the form of graphics and logos etc. Also, a brand may incorporate constructs like design, packaging, its repute, establishment, and the way of advertising. Brand and Product - Difference There is a difference...