Define brand.

In the world of business, a brand can be defined as a concept that helps consumers to identify a particular product. A successful brand can enable a business secure an advantage over its competitors, adding considerably to its market share.

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When most people think of brands, they tend to think of famous product logos, such as Apple Inc.'s stylized apple with a bite taken out of it or the Nike tick. But in actual fact, brands are not synonymous with logos at all. A logo is simply a marketing tool used to promote goods and services, such as computers, sneakers, and clothing.

A brand, on the other hand, is so much more than this. It can be defined in the broadest possible terms as a marketing concept that helps people, especially consumers, identify a particular product or service.

What's more, brands help shape the overall public perception of companies and what it is that they sell. In that sense, brands have a very important part to play in public relations. If the general perception of a brand is positive, then the relevant company will enjoy a good reputation. If it is negative, then the company's reputation will be bad.

Brands can be used to distinguish one company's products from those of its competitors. For instance, the Apple brand is clearly distinguished from other computer manufacturers, giving it a competitive edge over its rivals.

And though there are plenty of sugary drinks on the market, Coca-Cola is such a powerful brand, with years of history behind it, that it is readily distinguishable from the competition, even if it's more expensive than other brands of soda.

A successful brand can make a real difference to a company's profitability. It is therefore essential for companies to do all that they can to protect their brands by registering trademarks and using intellectual property law. This way, they maintain their leading edge over the competition in what is likely to be a fiercely competitive market.

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