| Traditionally, a brand is thought to evoke, in the | | | | mark represented by the swoosh symbol. |
| customer's mind, a Certain personality, presence, | | | | Many hotel brands have become household |
| and product or service performance. A brand | | | | names, such as Hilton and Holiday Inn. The |
| may be defined as a 'name, sign, symbol or | | | | following attributes associated with a successful |
| design, or combination of these, intended to | | | | brand, which are: name, symbol or both are well |
| identify the products of an organization and | | | | known; it is unique and cannot be copied by |
| distinguish them from those of competitors. | | | | competitors; It is reflective of the consumers self |
| This is also referred to as a logo when used in | | | | image; it represents the intangibilities of the |
| the product's promotion. The brand mark is the | | | | product; it informs and influences a consumer at |
| element of the brand identity, consisting of the | | | | the point of consumption; it provides the |
| design or symbol. The brand name refers to the | | | | foundation for all marketing activity. |
| words, such as the name Nike, and the brand | | | | |