The American Marketing Association defines a brand as a "Name, term, de-sign, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers." A brand is thus a product or service whose dimensions differentiate it in some ways from other products or services designed to satisfy the same need. Brands are spread through various elements:

• Name: The word or words used to identify the company, product, service, concept

• Logo: The visual trademark that identifies the brand

· Tagline or Catchphrase: "The Quicker Picker Upper" is associated with Bounty; "Can you hear me now" is an important part of the Verizon brand.

• Shapes: The distinctive shape of the Coca-Cola bottle or the Volkswagen Beetle are trademarked elements of those brands.

• Graphics: The dynamic ribbon is also a trademarked part of Coca-Cola's brand.

• Color: Owens-Corning is the only brand of fiberglass insulation that can be pink.

• Sounds: A unique tune or set of notes can "denote" a brand: the famous Nokia tune is one of the most famous examples.

• Movement: Lamborghini has trademarked the upw ard motion of its car doors.

• Smells: Scents, such as the rose-jasmine-musk of Chanel No. 5 is trade-marked.

• Taste: KFC has trademarked its special recipe of 11 herbs and spices for fried chicken.