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Enterprise Marketing — Entrepreneurship STD 12 Commerce — Question

CBSE BoardEnglish MediumSTD 12 CommerceEntrepreneurshipEnterprise Marketing1 Mark
Question
What is brand? Explain the components of brand.
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Answer

'Brand' is a comprehensive term used to denote a name, term, sign, symbol, design or combination of them. Brand has three components:
  1. Brand name: It is “that part of a brand which can be spoken like Asian Paints, Pepsi, Amul, Uncle Chips, etc.
  2. Brand mark: It is that part of a brand which can be recognized but is non-utter able. It appears in the form of a symbol, design or distinct colour scheme. For example: 'Girl' of Amul, 'Ronald' of McDonald, etc.
  3. Trade mark: A brand or part of it that is given legal protection against its use by other firms is called a trade mark.

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