Brand name: Difference between revisions
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'''Brand name'''s are usually protected by [[trademark]]. They are the commercial way [[social capital]], e.g. [[trust]] in some corporate process, is signalled to the consumer. They are one way that | '''Brand name'''s are usually protected by [[trademark]]. They are the commercial way [[social capital]], e.g. [[trust]] in some corporate process, is signalled to the consumer. They are one way that '''consumers know more about producers''' than they would without such names. Building them up to be more trusted by consumers is a major role of [[advertising]]. | ||
Latest revision as of 12:58, 26 November 2003
Brand names are usually protected by trademark. They are the commercial way social capital, e.g. trust in some corporate process, is signalled to the consumer. They are one way that consumers know more about producers than they would without such names. Building them up to be more trusted by consumers is a major role of advertising.