Definition of brand in US English:

brand

noun

  • 1A type of product manufactured by a particular company under a particular name.

    ‘a new brand of detergent’
    • ‘The village's only provision store also stands next to the dargah and is well stocked with popular brands of food products.’
    • ‘Worn denim is the latest effort by the company to differentiate its product from other brands.’
    • ‘We are now trying to introduce high-end innovative products before others do because product differentiation among brands is narrowing.’
    • ‘Within this setting, some firms seek to nurture different brands of products that are geared to different retail channels.’
    • ‘Crack the code, and you can develop new brands, products, and services that more effectively serve your unique tribe of customers.’
    • ‘The features of the directory include a separate section on various brands of products.’
    • ‘He has bought and sold his way to the top table through turning solid products into flag-waving brands with a mixture of luck, timing and innovation.’
    • ‘Every time you go back to bloglines, you can see the latest news about your issues and your brands, from millions of other sites.’
    • ‘To what extent does our brand compete with products or services outside its category?’
    • ‘Much is being debated in many quarters about the merits of branding nation-states as if they were a product brand.’
    • ‘With so many brands and types of wine on the shelves, many bemused Scottish consumers plump for a bottle because the design on the label looks good.’
    • ‘With India's consumer base growing proportionate to the spending power, the premium brands of various products are awaiting entry.’
    • ‘Since another company had by this time registered the name Rajah for their product, the brand was named Kajah.’
    • ‘They choose not to buy certain products or brands, which they have reason to think are manufactured under unjust conditions.’
    • ‘At the time, Iraq produced a local brand of cigarette named ‘Baghdad’; I don't know if it's still there.’
    • ‘There are so many sunscreens on the market though; not only are there many different brands and styles, but there are so many numbers!’
    • ‘Product brands are big business today, and brand management rules.’
    • ‘There are brands, products and categories and each has a slightly different meaning.’
    • ‘In consumers' minds, a long-held advantage national brand name products have over store brands is disappearing - fast.’
    • ‘The company plans to manufacture the brands in its factory, where it employs 260 people.’
    make, line, label, marque
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    1. 1.1 A brand name.
      ‘the company will market computer software under its own brand’
      • ‘Other brand and product names are trademarks of their respective companies.’
      • ‘Having a franchise licence of a specific brand gives more benefit to the entrepreneur.’
      • ‘A business differentiates itself not only with a specific brand or service but also by the assortment or collection of brands or services.’
      • ‘Whether you are selling a product, building a brand or hiring executives, there are several reasons why an evaluation system should be in place and used regularly.’
      • ‘And after all, most of these high street brands continue to advertise in industry-specific journals or headhunt top sector specialists.’
      • ‘In addition to the color and name changes under the brand restructuring, some product consolidation may also be considered.’
      • ‘If the industry wants to enjoy strong growth, it must stop trying to coast on the strength of its brands and start delivering services that are worthy of premium prices.’
      • ‘It's a necessary part of our business to keep our standards up and retain the charm and heritage of our brand whilst modernising the product as well.’
      • ‘The model was examined in the context of a consumer relationship with two retail service brands.’
      • ‘Naming a brand or a product should not be a chore that produces something dull and average.’
      • ‘Designated trademarks and brands are the property of their respective owners.’
      • ‘The retail service brand has been selected as the focus of this study because of the increasing importance of the brand in retail services.’
      • ‘Make sure your product titles and descriptions include brand names, if those brands have any value in your marketplace.’
      • ‘I also wonder how well their brand and product names will travel.’
      • ‘This paper will attempt to understand the process through which consumers become loyal to retail service brands.’
      • ‘People now increasingly see brands as shared cultural property, rather than privately owned intellectual property.’
      • ‘On top of that, wholesalers now have brands and offer turnkey products.’
      • ‘Almost infallibly, I hear a big brand name, followed by the statement of belief that the brand makes a good product.’
      • ‘It means delivering to the customer what the brand said the product would deliver.’
      • ‘Many well-known Irish high street brands and retailers have opted not to go down the transactional route with their sites.’
      make, line, label, marque
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    2. 1.2 A particular identity or image regarded as an asset.
      ‘you can still invent your own career, be your own brand’
      ‘the Michael Jordan brand certainly hasn't hurt them’
      • ‘He consults other, anonymous branding experts to decide what his personal brand should be.’
      • ‘Lehane, like many other Democrats, doubts that will happen, saying that picking Clinton would "on some level undermine the Obama brand."’
    3. 1.3 A particular type or kind of something.
      ‘his incisive brand of intelligence’
      • ‘He also declared his brother-in-law Mahdi [the messiah], a term most Saudis do not identify with their brand of conservative Islam.’
      • ‘Yet he still managed to make his special brand of humor understood.’
      • ‘I'm no socialist and I certainly didn't agree with their brand of socialism.’
      • ‘How firm are the foundations upon which his brand of champagne socialism have been constructed?’
      • ‘Only one paragraph before he tells us this, he claims that Orwell had lapsed from socialism into an apolitical brand of liberalism.’
      • ‘He has brought with him some terrific qualities and a fine brand of leadership.’
      • ‘All three have been stars of the hit comedy sketch show, where their mischievous brand of humour has been unleashed on the unsuspecting public.’
      • ‘The price we pay for our brand of Democracy is to allow splinter groups and Parties to stand for election.’
      • ‘Consequently, fundamentalist class cultures tend to be stamped with a distinctive brand of southern conservatism.’
      • ‘The postwar visions of local communists were incompatible with his brand of democratic socialism.’
      • ‘I've always liked and respected him - his brand of staunch social democratic politics have never really been fashionable.’
      • ‘Yet it does come into conflict with our democratic brand of freedom - the capitalist kind.’
      • ‘If nothing else, their brand of national socialism is bad for business.’
      • ‘They play games with historical fact in the effort to assert their brand of identity politics.’
      • ‘Ultimately, they'll choose a brand of democracy that suits their culture and their way of life, just as so many other nations have.’
      • ‘His brand of committed socialism has also died.’
      • ‘They have retained this pride in the nation, and it has always marked their brand of internationalism, so clearly on display today.’
      • ‘After all, isn't martial law the brand of democracy he has advocated for the country after the transfer of sovereignty?’
      • ‘Diluting what little there is left of the Democratic brand seems a poor marketing idea.’
      type, kind, sort, variety, class, category, species, genre, breed, style, stamp, cast, ilk, kidney
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  • 2An identifying mark burned on livestock or (especially formerly) criminals or slaves with a branding iron.

    • ‘The rhyme is scarring, like the mark of a brand, and it encapsulates the scorn that underlay the colonial occupation.’
    • ‘Therefore, when the hair regrows where the brand was applied, it is white.’
    • ‘Each animal is owned by a Commoner and must be marked with an individual brand before being left to wander the open forest.’
    • ‘He's the guy who's more advanced spiritually, socially than any of the others, and yet he's the one branded as a slave, he has the brand mark on his back, just because of the colour of his skin.’
    • ‘Leaving irons on too long will kill the hair follicles, creating a brand similar to a hot brand.’
    • ‘Kalif ran his hand over his left shoulder blade, feeling the brand that had been burned into his skin, signifying Dylor's ownership of him.’
    • ‘Identification of brands on cattle is usually simple, but it can be difficult if the irons were applied carelessly or improperly.’
    • ‘Mr Day says the ownership of a beast can be determined despite the lack of a brand or an ear mark.’
    • ‘It was the first time she had ever kissed me and, as I drove through the changing light, her kiss burned like a brand on my cheek.’
    • ‘Record any identifying microchip numbers and brands, leg band numbers, and keep the records and photographs in a safe place.’
    • ‘Of course the original purpose of brands was simply to identify the cattle into whose hides we seared them.’
    • ‘Notable in England by their absence are comments on brands or whipping marks inflicted by the judicial process or private discipline.’
    • ‘Students will be able to identify their cattle by their brands from a class herd.’
    • ‘Each fish was then weighed (wet weight to the nearest gram) and marked with an individual brand.’
    • ‘Time and again Mr. Burns was stoned, and bore the marks of these brands of the enemy for many days!’
    identifying mark, identification, marker, earmark
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    1. 2.1archaic A branding iron.
      • ‘Our dear Sarah journeyed through the land, having a fiery hot brand in her hand.’
      • ‘Later, when the vast trail herds of cattle were driven north to market, hot iron brands were used.’
      • ‘Brands are one of the most interesting tools used by livestock people.’
    2. 2.2 A habit, trait, or quality that causes someone public shame or disgrace.
      ‘the brand of Paula's alcoholism’
      • ‘Jane Thistle cried, a vein standing out on her flushed forehead like a brand of disgrace.’
      • ‘No matter what modifier follows, or what it actually means in radio format speak, Adult Contemporary is a brand of shame to many music fans.’
      • ‘She had never been quite sure what set her apart and made her an easy target, but like Nathaniel Hawthorne's Hester she had a brand that marked her as different.’
      stigma, shame, disgrace
      View synonyms
  • 3A piece of burning or smoldering wood.

    ‘he took two burning brands from the fire’
    • ‘The city crumbled and burned to brands and ashes.’
    • ‘Next thing I knew, I was in front of the wolf, holding a brand from the fire.’
    • ‘It was unlike anything he'd felt before - a strong, violent feeling that burned like a brand.’
    • ‘This is the age of individual conversions, the snatching of a brand here and there from the burning.’
    • ‘He stood up, and grasped a fiery brand in either hand, and flattened himself against the big boulder, alert and ready for the attack when it should come.’
    • ‘We do not speculate about the destiny of sinners; we pluck them as brands from the burning.’
    • ‘She was waving her hand as if she still had the burning brand.’
    • ‘The roof is typically threatened by burning brands or embers lofted by a nearby fire.’
    • ‘The tag ‘a brand plucked from the burning’ clung to him ever afterwards and may well have been a powerful force in motivating him.’
    • ‘He shook his head hard, trying to rid himself of it, but it stuck in his mind, like a burning brand in his thoughts.’
    firebrand
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    1. 3.1literary A torch.
      • ‘Back across the pleasant valley he hurried, his fire brand and stone hammer held in readiness, and his sharp eyes and keen ears alert to catch the first sign of trouble.’
      • ‘This need drove all other thoughts from my mind, and I resolved to go to the cooking pit and relight a torch, or at least bring a burning brand of some kind to give me light.’
  • 4literary A sword.

    blade, steel
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verb

[with object]
  • 1Mark (an animal, formerly a criminal or slave) with a branding iron.

    • ‘Cattle raising, an important source and symbol of wealth in the countryside, was feasible for many because the animals were branded and left to graze freely on open land.’
    • ‘So they had branded the mark of rejection upon her throat, and sent her away in shame.’
    • ‘Still other cowboys recalled that cattle were branded on their left hips "because persons read from left to right" and thus read "from the head toward the tail."’
    • ‘They are cursed to the tenth generation and should be branded with a mark before their long and painful deaths.’
    • ‘This is for branding me and putting these cursed marks on my hands.’
    • ‘Ember was branded with a softer, smaller version of Stone's mark with the outline of a flame surrounding it, representing a burning coal.’
    • ‘She guessed that it was some form of branding the animal; a method of identification.’
    • ‘Steers branded by hot iron showed significantly higher maximum and average head movement distances than either freeze branded or sham-branded steers.’
    • ‘The branding scene below is shown on Egyptian Tomb walls dating back to 2,000 B.C.’
    • ‘Then the suits came, branded everyone with these marks and turned us into slaves.’
    • ‘Calves need to be branded for the purposes of identification.’
    • ‘Provision would be made to brand the animals, which would be seen by veterinarians provided by the provincial department.’
    • ‘Peasants spoke of the arrival of the collective farm as the coming of the Antichrist where all would be branded with the mark of the devil.’
    mark, stamp, burn, sear
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    1. 1.1 Mark indelibly.
      ‘an ointment that branded her with unsightly violet-colored splotches’
      • ‘An imprint left from the wooden crevices branded a mark on her face as she gritted her teeth.’
      • ‘There were no wrinkles, no folds, or stretch marks that would have branded her a mother.’
      • ‘But even without Augmented memory, this piece would have been branded indelibly on his brain.’
    2. 1.2 Describe (someone or something) as something bad or shameful.
      with object and complement ‘she was branded a liar’
      ‘the do-gooders branded us as politically incorrect’
      • ‘The family of a man have branded his attackers ‘animals’ after his nose was bitten off in a pub fight.’
      • ‘I walk round a free man and am cleansed of the stigma of being branded a murderer.’
      • ‘Animal welfare officers have branded airgun-toting yobs as ‘heartless’ after a seven-month-old kitten was shot in the neck.’
      • ‘He angrily criticised the national guards supporting the troops, branding them as ‘traitors’.’
      • ‘I could go on, but all I can say is that branding her as someone unfit to serve because of her politics is grossly unfair.’
      • ‘To a certain extent at least, the program gave a human face to the people that the government brands as criminals.’
      • ‘The company said that the director was not making a bona fide case - which was like branding him a liar.’
      • ‘To some people, those characteristics are enough to brand it evil.’
      • ‘But a concerted campaign to brand him a psychopath is, to my mind, not merely gutter journalism but contemptible.’
      • ‘Haven't I lost enough on this venture which will probably accomplish little more than branding me as a charlatan?’
      • ‘Polygraphs are not only worthless but they cause innocent people to be branded as liars.’
      • ‘A Hampshire animal rescue charity has branded those responsible for dumping a dog into a river as ‘monsters’.’
      • ‘And they'll stop branding us with all of these negative labels.’
      • ‘He despised music competitions, so integral to the classical world, branding them ‘a blood sport.’’
      • ‘Then she's branded a liar and a seductress at their trial.’
      • ‘‘It is a matter of concern to my client that the tribunal in the previous module has branded him a liar,’ he told the chairman.’
      • ‘Instead, most black leaders didn't raise their voice in protest, apparently out of concern that they might be branded unpatriotic for doing so.’
      • ‘To accept this, however, would be to underrate our heroine, branding her as some kind of cheap accessory when she is, by many accounts, a gutsy and rugged individual.’
      • ‘This threat to humanity often seems distant, and those who express heightened concern are regularly branded alarmists.’
      • ‘But mark my words: you'll be branded as an incompetent for having made this small slip.’
      stigmatize, accuse of being, mark out
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  • 2Assign a brand name to.

    • ‘That began partly on a lark, but is now crucial to branding the Target discount store chain, where sales are rising.’
    • ‘He made his millions selling low-cost branded perfumes to retailers.’
    • ‘Point of sale advertising has long been a popular marketing tool for mobile phone operators, but branding entire shop fronts is a relatively new development.’
    • ‘‘There's always been a gut feeling that kids and radio would be a good way to brand a product,’ says Fries.’
    • ‘How do you go about branding a product that conjures up slabs of flesh displayed behind a spotless glass counter?’
    • ‘It is branding the product as ‘the first sustainable fish finger’ since the concept of marketing strips of battered fish to kids first took off, back in 1955.’
    • ‘Sometimes consumers may be quite happy buying a low-priced branded product knowing that it is a counterfeit copy.’
    • ‘But branded industrial products face a different challenge.’
    • ‘This is particularly true when it comes to flavored milk, where 68 percent of all product sold is branded, he says.’
    • ‘That's good for marketers and agencies who are trying to find new ways to brand products.’
    • ‘To qualify for the programme, resellers must sell and brand systems that use boxed Intel processors and successfully complete special training.’
    • ‘The program then asks the recipient to enter their credit card details to a form on the screen that appears to have all the correctly branded logos.’
    • ‘He said Zambia had not only great tourism potential but also a competitive edge over other countries in the region, and could lead in tourism if her products were properly branded.’
    • ‘Of the batteries that failed, two were branded Nokia, and two were labelled Mobile Plus.’
    • ‘As more branded products take over the refrigerated dairy sections of the supermarket, perceived value becomes even more important.’
    • ‘Instead the country will capitalize on selling unique, branded products and services to affluent global consumers.’
    • ‘An update will also be welcome on the firm's decision to start selling branded products through supermarket discounter Lidl.’
    • ‘He created the fashion label, food lines and then an airline all branded Kingfisher.’
    • ‘The Board also observed, as a starting point, the need to brand the Zambian tourism products as one of the marketing strategies.’
    • ‘Fully 70 percent of respondents surveyed said they wish that store brand products were available in as wide a selection as branded products.’
    1. 2.1as noun branding The promotion of a particular product or company by means of advertising and distinctive design.
      • ‘With ours, the whole thing offers a seamless design that supports the sponsor's own branding and design.’
      • ‘Advertising, sales promotion, and personal selling were used to emphasize product differentiation and branding.’
      • ‘Each of these companies made its mark without help from expensive advertising or branding agencies.’
      • ‘It has become pervasive in those environments, and is invading the rest of the academic establishment as the branding and advertising of individual degree programs illustrates.’
      • ‘Silencio also offers custom design models with private branding for dealers.’
      • ‘The branding and advertising was devised by the CMB Design Group, whose past credits include work for Kerry Foods, Coca Cola and Permanent TSB.’
      • ‘With money tight, companies used design research to develop not only products but also their branding, packaging, and marketing.’
      • ‘This distinction between advertising and branding is important in an industry such as fitness with very few major national brands.’
      • ‘Preecha said the ministry has also planned to encourage outsourcing, designing, and branding of Thai products so that they can gain more recognition on the world market.’
      • ‘I've always liked adverts and logos and branding and propaganda.’
      • ‘And despite the challenges it faces, it has obviously given careful thought to its web design and branding.’
      • ‘We all kind of knew that, but when you relate it back to branding, product differentiation, and innovation, that's powerful.’
      • ‘The company provides website architecture, design, online branding, consultancy, e-commerce programming, animation and audio.’
      • ‘Differentiation is a function of branding and of offering design.’
      • ‘She was well connected to the pooh-bahs of branding and advertising and set out to help them understand and embrace the new medium and realize its potential.’
      • ‘Sponsors receive exclusive rights to promotion and branding around the event, including premium advertising positions at every match.’
      • ‘His duties would include global branding, advertising, cooperative marketing and market research, as well as Internet and channel marketing programs.’
      • ‘The weapons are design, distribution and branding.’
      • ‘Can you say a little more about how these ideas play out in design and the more quotidian worlds of publishing, packaging, branding and promotion?’
      • ‘PDF can preserve the design integrity and visual branding of publications and advertisements and allows pages to scale to the size of the display in full-screen view.’

Origin

Old English brand ‘burning’ (also in brand (sense 3 of the noun)), of Germanic origin; related to German Brand, also to burn. The verb sense ‘mark with a hot iron’ dates from late Middle English, giving rise to the noun sense ‘a mark of ownership made by branding’ (mid 17th century), whence brand (sense 1 of the noun) (early 19th century).

Pronunciation

brand

/brænd//brand/