The American Marketing Association defines a brand as a "Name, term, de-sign, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers." A brand is thus a product or service whose dimensions differentiate it in some ways from other products or services designed to satisfy the same need. Brands are spread through various elements:
• Name: The word or words used to identify the company, product, service, concept
• Logo: The visual trademark that identifies the brand
• Tagline or Catchphrase: "The Quicker Picker Upper" is associated with Bounty; "Can you hear me now" is an important part of the Verizon brand.
• Shapes: The distinctive shape of the Coca-Cola bottle or the Volkswagen Beetle are trademarked elements of those brands.
• Graphics: The dynamic ribbon is also a trademarked part of Coca-Cola's brand.
• Color: Owens-Corning is the only brand of fiberglass insulation that can be pink.
• Sounds: A unique tune or set of notes can "denote" a brand: the famous Nokia tune is one of the most famous examples.
• Movement: Lamborghini has trademarked the upward motion of its car doors.
• Smells: Scents, such as the rose-jasmine-musk of Chanel No. 5 is trade-marked.
• Taste: KFC has trademarked its special recipe of 11 herbs and spices for fried chicken.
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