Brand/Branding
The identity and reputation of a product or company, comprising name, logo, design, values, and customer perception.
Real World
Nike's 'Swoosh' logo and 'Just Do It' slogan have become so powerful that consumers pay a significant premium over unbranded trainers with similar materials, demonstrating how branding justifies higher pricing.
Exam Focus
Don't confuse a brand with a logo — exam answers must reference values, perception, and customer trust to access the higher mark bands.
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