A brand is a symbolic embodiment of information, such as values, ideas or even personality, connected to a product or service. Brand names can be represented by their logo designs, from fonts, color schemes to symbols. The attribution of a "personality" to a product or service can create a brand image, whereby the personality is "branded" into the consciousness of consumers.

Brand recognition is acquired when a brand is widely known in the marketplace, which can be done through the influence of advertising, design, and media commentary. When brand recognition builds up to a stage where a brand enjoys critical positive comments in the market, the brand owner can achieve even higher economical value by means of brand franchising.

A brand is a very important investment for any company. The total value of the brand and the extent of brand franchise can be measured by brand equity. When a brand name exclusively identifies the brand owner as the commercial source of products or services, the brand constitutes a type of trademark and hence the brand owner can seek for proprietary rights protection through trademark registration.

The 15th Shanghai International Audio &
Visual Exhibition

Apr 15-20
25-30

Escolar Paper Brasil-Int'l trade Fair of School,
Office Stationery Supplies, Services & Technology