Macdonald Brand Meaning

THEORITICAL BACKGROUND

INTRODUCTION:

Brand is term, sign, symbol which is differentiate the products from competitor products to satisfy the customers. The company spends more millions on creating the brand .new survey is in the published and frame works are developed on daily basis in attempt to find the holy grail of the brand management. since the mid-80s, in general, researchers and practitioners alike have explored the domain, scope and potential of brand. Many different concepts, theoretical frameworks and ideas have been seen light in a day and, as a result a wide spectrum of different perspectives on how a brand ought to be conceptualized and managed by the company.

In consumer marketing, brands often provides a primary point of

The word brand, defines from the practice of branding. Farmers and cowboys alike used a steaming hot branding iron to burn a initials of the owner on livestock. This enabled farmers to recognize their own cattle and buyers to distinguish the cattle of certain farmers from the other possibly inferior ones

The many resources have their own description for the word brand and that definition has changed over the course of time for quite dramatically. At least in the view of the some modern experts on brands and brand management. The American marketing association (AMA) states that the brands are a name, sign, symbol, design or a combination of them that are the intended to identify the products and services of one seller and to the differentiate from the those of the other seller. The definition says that the many traditional elements of brands such as the factors related to the visual identify and clear external elements associated to

They state a brand that is no longer comprised by just these elements mentioned by the AMA. By their definition brands are not tangible representations of a product and services or a company, but hold within them many intangible elements that are more difficult to measure. According to new, more holistic definition of a brand, they are no longer a marketing-driven and advertising driven concept but a more comprehensive concept that incorporates everything a company does. A clear evolution can be seen in the theory of brands from a previously mentioned definitions. In the 1930’s the brand was considered a particular trademark or logo. It was a tangible representation of a product and whom it belonged to. The 1980’s definition of a oxford American dictionary states a more commercial view with defining a brand as goods of a particular