Chapter 2

As per Wikipedia. A brand is a name, term, design, symbol or any other feature that identifies one seller’s good or service as distinct from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create and store value as brand equity for the object identified, to the benefit of the brand’s customers, its owners and shareholders. Name brands are sometimes distinguished from generic or store brands. 

But to understand what  Brands stand for and why, we need to go deeper than a standard definition and focus on their purpose and what message they send. The purpose of a brand is to sell something, or maybe to convince someone to buy one product, such as

   eyeglasses over a competing manufactures eyeglasses. To buy the Oakley glasses  with the identifiable branding on the side as opposed to a generic pair.

In this chapter we will examine some known brands delving into why, how and they use their brands.