CHAPTER 1: BRANDS & BRAND MANAGEMENT - ppt video online download

CHAPTER 1: BRANDS & BRAND MANAGEMENT - ppt video online download: What is a brand? For the American Marketing Association (AMA), a brand is 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 competition.” These different components of a brand that identify and differentiate it are brand elements. 1