With the globalization of the exchanges and the advertising, the brand became a real social and cultural phenomenon in many countries today.In fact ,the brand cover multiple facets. Brands may be a quality guarantee, sign of membership in a social group, an unifer element of clientele etc. Thus, today certain products meet a big success only because of the brand affixed on them.

If we observe the number of children who ask to their parents to buy them, not a jeans but a Levi's, not soft drink but Coca cola or Orangina , no shoes but Nike or Puma, we can say that we buy brands before buying products.

Many definition were attribute to the brand concept, however we will retain the commercial definition, which is the more important for firms.

What's brand?

A brand is a name, a term, a sign, a symbol, a design or a combinnation of these latters, which serve to identify goods and services of sellers and differentiate them from competition.