{"id":5156,"date":"2025-02-21T13:42:48","date_gmt":"2025-02-21T13:42:48","guid":{"rendered":"https:\/\/markenfels.ch\/?post_type=glossary&p=5156"},"modified":"2025-02-21T14:18:58","modified_gmt":"2025-02-21T14:18:58","slug":"brand","status":"publish","type":"glossary","link":"https:\/\/markenfels.ch\/en\/glossary\/brand\/","title":{"rendered":"Brand"},"content":{"rendered":"\n
\n \n\n\n
What is a brand?
\n<\/b>A brand is an image in the mind: it is made up of visual impressions, values and stories that are associated with a brand name or logo. <\/span>\n

Technically, a brand is a unique identifier, symbol or name that identifies a product, service or company and distinguishes it from others.<\/span><\/p>\n

Is a logo a brand?
\n<\/b>A logo is a trademark. But a brand is more than a logo. For a logo to become a strong brand, the brand must be built and communicated in a targeted manner. Nevertheless, the logo is a key element of the trademark: it is one of the most important intangible assets of a company. Strong brands therefore establish comprehensive legal protection for their brand names and logos to prevent imitators from bringing similar trademarks into circulation.<\/span><\/p>\n

How to build a brand?
\n<\/b>A brand is created through communication and perception. For a well-managed brand, the positioning of the brand matches the perception of the brand.<\/span><\/p>\n

What is the purpose of a brand?
\n<\/b>A strong brand contributes to sustainable growth and higher profitability. This is realized, for example, through a stronger communication effect, higher implementation efficiency, an increase in brand preference \u2013 and the enforcement of a price premium.<\/span><\/p>\n

How much is a brand worth?
\n<\/b>Brands are intangible assets. The most valuable brands in the world are calculated to be worth several hundred billion US dollars. The prerequisite for a high brand value is a strong, well-known, preferred brand that enjoys the trust of its stakeholders and makes an exceptionally strong contribution to business success. Strong brand protection is also essential.<\/span><\/p>\n

How to protect a brand?
\n<\/b>A unique brand can be registered as a word mark and as a figurative mark in regional and international trademark registers and thus protected against unauthorized use by third parties. Numerous rules must be observed in order to develop a registrable trademark. Monitoring trademark protection is the responsibility of the company that has registered the trademark.<\/span><\/p><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n <\/div>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

A brand is an image in the mind: it is made up of visual impressions, values and stories that are associated with a brand name or logo. <\/p>\n","protected":false},"template":"","class_list":["post-5156","glossary","type-glossary","status-publish",""],"acf":[],"yoast_head":"\nBrand - Markenfels<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/markenfels.ch\/en\/glossary\/brand\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brand - Markenfels\" \/>\n<meta property=\"og:description\" content=\"A brand is an image in the mind: it is made up of visual impressions, values and stories that are associated with a brand name or logo.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/markenfels.ch\/en\/glossary\/brand\/\" \/>\n<meta property=\"og:site_name\" content=\"Markenfels\" \/>\n<meta property=\"article:modified_time\" content=\"2025-02-21T14:18:58+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Brand - Markenfels","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/markenfels.ch\/en\/glossary\/brand\/","og_locale":"en_US","og_type":"article","og_title":"Brand - Markenfels","og_description":"A brand is an image in the mind: it is made up of visual impressions, values and stories that are associated with a brand name or logo.","og_url":"https:\/\/markenfels.ch\/en\/glossary\/brand\/","og_site_name":"Markenfels","article_modified_time":"2025-02-21T14:18:58+00:00","twitter_card":"summary_large_image","schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":["WebPage","FAQPage"],"@id":"https:\/\/markenfels.ch\/en\/glossary\/brand\/","url":"https:\/\/markenfels.ch\/en\/glossary\/brand\/","name":"Brand - Markenfels","isPartOf":{"@id":"https:\/\/markenfels.ch\/en\/#website"},"datePublished":"2025-02-21T13:42:48+00:00","dateModified":"2025-02-21T14:18:58+00:00","breadcrumb":{"@id":"https:\/\/markenfels.ch\/en\/glossary\/brand\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/markenfels.ch\/en\/glossary\/brand\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/markenfels.ch\/en\/glossary\/brand\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/markenfels.ch\/en\/"},{"@type":"ListItem","position":2,"name":"Glossary","item":"https:\/\/markenfels.ch\/en\/glossary\/"},{"@type":"ListItem","position":3,"name":"Brand"}]},{"@type":"WebSite","@id":"https:\/\/markenfels.ch\/en\/#website","url":"https:\/\/markenfels.ch\/en\/","name":"Markenfels","description":"Leading branding agency in Zurich | Markenfels","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/markenfels.ch\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"}]}},"_links":{"self":[{"href":"https:\/\/markenfels.ch\/en\/wp-json\/wp\/v2\/glossary\/5156","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/markenfels.ch\/en\/wp-json\/wp\/v2\/glossary"}],"about":[{"href":"https:\/\/markenfels.ch\/en\/wp-json\/wp\/v2\/types\/glossary"}],"wp:attachment":[{"href":"https:\/\/markenfels.ch\/en\/wp-json\/wp\/v2\/media?parent=5156"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}