What Is a Brand and Why Protect It?
Brand Protection—What Is It and Why Is It So Important?
“The American Marketing Association (AMA) 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 and to differentiate them from those of other sellers.’”
“Your brand resides within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions, some of which you can influence, and some that you cannot.”1
A successful brand “infuses emotion into the product”2 or service, which includes a bundle of special characteristics that consumers “expect to receive … on every occasion.”3 Purchasers ...
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