Description of mark, according to marketing experts:
According to Lamb, Hair and McDaniel, a brand is a name, term, symbol, design or combination of these elements that identifies the products of a seller and differentiates them from competitors’ products”.Complementing this definition, those authors state that “a brand name that is part of a brand that you can express verbally, and includes letters (GM, YMCA), words (Chevrolet) and numbers (WD-40, 7 — Eleven). ¡Business are business!
For Richard L. Sandhusen, “a brand name, term, sign, symbol, design or combination thereof, that identifies the goods and services and helps differentiate them as belonging to one source, eg, Ford or Honda, or a group providers, such as the National Committee for Promotion of Liquid Milk Processing (National Fluid Milk Processor Promotion Board). The marks may be local, national, regional or global”.Complementing this definition, Sandhusen adds that “a trademark is a brand name or logo that is protected by law.”