A range of services, products, places and even personalities can be identified as brands. In the understanding of the majority, this means that they have certain characteristics and advantages that make them recognizable and different from others. The meaning of the word “brand” is also defined as a trademark with a set of values ​​and attributes that are significant for the consumer. The very essence of the concept is focused primarily on him. The brand does not exist physically, it is only the perception of the product in the mind of the buyer. The logo and name evoke a set of values ​​in the perception of the latter. They determine a particular brand. What does this word mean according to leading explanatory dictionaries? Consider the essence of the concept in more detail based on them.
"Brand" in the explanatory dictionary of S.A. Kuznetsova
This publication defines a “brand” as a trademark by which the buyer can find out the manufacturer of a particular product. The word comes from the English brand. Translation is a brand, a trademark. Refers to the male gender.
There are suggestions that the word has a Scandinavian origin. Since the days of the Vikings, it has been used in the sense of "brand for livestock." In comparison with the trademark, the brand (the meaning of the word in various contexts confirms this) does not have a well-established unified designation and legal status. However, this is a legally protected product or company name (its concept), which the public consciousness distinguishes from the mass of the same.
“Brand” in the large modern explanatory dictionary of the Russian language (2012)
There are two main definitions of the word in this edition:
- The sign or image of an object / phenomenon; image.
- The trademark of a product or product in the most preferred manner, which has a high reputation with the consumer.
The meaning of the word “brand” in the explanatory dictionary also allows you to expand your understanding of the concept through synonyms. The “label” option is given, having the definition of a brand name or sticker located on each copy of the manufactured product.
"Brand" in the glossary of the terms of fine art (2012)
The term “brand” is defined as a brand, trademark or mark. The source of origin is the English word brand. In translation, its meaning is a stigma. The use of the concept began in ancient Egypt. Manufacturers put the brand on the bricks they made. The branded object was to stand out among the like. He gains individuality and is aimed at the special attitude of others. Legally, the concept of "brand" (which means the word was already universally understood at that time) was entrenched in England in 1266. The reason was that the law required bakers to have decals on all their products.
The brand is also used for advertising to create demand for goods and services, as well as to popularize them in literature and art.
"Brand" in the dictionary of youth slang
The meanings of certain words may vary between generations. So, in the dictionary of youth slang, “brand” is defined by two points:
- Trademark of a major manufacturer (known).
- Firm or trademark.
According to etymology data, the word was borrowed from the English language in the late 1990s from English, since then it has received widespread use and several variants of meanings depending on contexts. The most popular is the association with the concept of "brand". Often this is what they mean by using the term brand. The meaning of the word, however, coincides with the concept only partially, as evidenced by the data of the explanatory dictionaries.
"Brand" according to the explanatory dictionary of the Russian language of the XXI century
The meaning of the word “brand” in the explanatory dictionary of the 21st century is defined as “trademark”. Most often these are high quality products made by a well-known manufacturer.
Public consciousness distinguishes a brand as a product, company or concept from the general mass of its own kind. It has a design that sets it apart in the market. Style, packaging, graphic signs, logo and multimedia technologies are necessary components. A brand (the meaning of the word also implies) is created to distinguish each new product from consumer substitutes. In addition, there are certain rules for the successful positioning of goods on the market. They distinguish it as an established brand. These include:
- individuality;
- compliance with legal registration standards;
- memorability, ease of pronunciation;
- directional purpose and quality of goods.
"Brand" in the dictionary of foreign words
Since the word was borrowed from English, it is worth considering all its possible meanings in a bilingual dictionary. This will give a more complete understanding of the concept. The meaning of the word “brand” in the dictionary of foreign words can be divided into modern and outdated versions. The first is a brand, a brand. In Old English, you can also find the second - burning. The following meanings are present in a number of narrow-profile dictionaries (they also depend on the context): brand, grade, quality, brand, red-hot iron, corporate identity, commercial designation, factory mark, branded product. In the form of a verb, there are the following translation options: to brand, burn, label, declare, leave an imprint in memory, stain, mark, flagell, severely condemn, etc.
Synonyms and Persistent Phrases
You can highlight a number of synonyms for the concept of "brand". The meaning of the word implies similarity with a brand, trademark, variety, trademark, quality, type, corporate identity, class.
The following stable combinations with the word “brand” and its derivatives exist: branding, brand policy, brand image, brand formula / concept, brand evolution, rebranding, brand differentiation, brand positioning. Consider several uses in context.
Examples:
The estimated value of the brand allowed him to be included in the list of the most expensive in the industry as of 2016.
The image and activity of the famous model Naomi Campbell can be characterized by the concept of brand.
The meaning of the word "brand", voiced by the American Marketing Association, is universally recognized. The combination of concepts symbol, design, sign, term, name, allowing to distinguish the services and goods of one seller from others, became the basis for identification. There are also a number of interpretations and definitions of well-known authors in the field of marketing, however, as a result, they come down to the generally accepted one, only explaining the essence of the word more fully and in detail. It is interesting that the brand has become not just a product or organization, but a holistic mental design, the sum of a person’s experience and his perception of a particular product or service.