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The Pharma Marketing Glossary
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Brand, Brand Marketing

Similar or Alternative Terms Meaning the Same Thing n/a
Related Term(s) Direct Marketing, Relationship Marketing

Definition

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The American Marketing Association defines a brand as "a name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers." Walter Landor, who helped create and develop such famous brands as Coca-Cola, defined a brand as a "promise." "By identifying and authenticating a product or service, it delivers a pledge of satisfaction and quality."

Brand marketing focuses on communicating the brand message to drive awareness and affect attitude.

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