ABSTRACT
The American Marketing Association defines a brand as a “name, term, symbol or design, or a combination of them which is intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competition” (Dictionary of Marketing Terms). It not only allows a product to be distinguished from its competitors but also enables it to maintain a competitive edge as a part of a differentiation strategy by signifying the product’s unique characteristics. If we expand the concept of brand a little further, there can be national brands as well as regional brands for cities and provinces. Therefore, four brand types are possible: at the level of product, corporation, region, and country.
