{"id":6904,"date":"2026-10-20T21:36:44","date_gmt":"2026-10-20T14:36:44","guid":{"rendered":"https:\/\/adtek.agency\/glossary\/brand\/"},"modified":"2026-10-20T21:36:44","modified_gmt":"2026-10-20T14:36:44","slug":"brand","status":"publish","type":"mona_glossary","link":"https:\/\/adtek.agency\/en\/glossary\/brand\/","title":{"rendered":"Brand"},"content":{"rendered":"

A brand is the name, the identifying marks and everything customers remember, believe and expect about a product or a company. The first part sits on the packaging. The second part lives in the buyer’s head, and it is the second part that decides who they pick when two products cost about the same.<\/p>\n

What is a brand in marketing?<\/h2>\n

Put two bottles of fish sauce on the same shelf, same protein content, same price. One carries a name the shopper has seen in their mother’s kitchen for 20 years; the other is a new name. If the shopper picks up the first bottle without reading the label, the gap between the two bottles, the thing that isn’t in the ingredients, is the brand.<\/p>\n

Marketers usually split a brand into two layers. The first is designed and controlled by the company: name, logo, colors, packaging, tone of voice. Together these make up brand identity<\/a>. The second forms on the customer’s side after every purchase, every use, every news story or word from a friend. That layer is brand image<\/a>. A brand is healthy when the two layers match.<\/p>\n

Brand vs trademark, product and logo<\/h2>\n

In Vietnam, “th\u01b0\u01a1ng hi\u1ec7u” (brand) is a business term, while legal documents use “nh\u00e3n hi\u1ec7u” (trademark). Clause 16, Article 4 of Vietnam’s Law on Intellectual Property<\/a> defines a trademark as a sign used to distinguish the goods or services of different organizations or individuals. A trademark can be registered. Customer trust can’t be protected by any certificate.<\/p>\n\n\n\n\n\n\n\n\n
Concept<\/th>\nWhat it is<\/th>\nWho decides<\/th>\n<\/tr>\n<\/thead>\n
Trademark<\/td>\nA sign protected by law: words, images or a combination<\/td>\nThe holder of the registration certificate<\/td>\n<\/tr>\n
Product<\/td>\nWhat customers pay to use; competitors can make something similar<\/td>\nThe company<\/td>\n<\/tr>\n
Logo<\/td>\nA visual mark, only one part of the identity<\/td>\nThe company<\/td>\n<\/tr>\n
Brand<\/td>\nName and marks plus the associations and trust held in customers’ memory<\/td>\nThe company influences it, customers decide<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

How brand value is measured in money<\/h2>\n

A brand is an intangible asset, so it can be valued. Brand Finance, a UK brand valuation firm, uses the royalty relief method under the ISO 10668 standard. The question it asks: if the company didn’t own this name and had to license it, how much would it pay in royalties each year?<\/p>\n