Question: 1. What is a brand? A brand is a name, term, sign, symbol, design, or some combination that identifies the products of one firm while differentiating these products from competitors' offerings.
2. Differentiate among brand recognition, brand preference, and brand insistence. Brand recognition is a company's first objective for newly introduced products and aims to make these items familiar to the public. Brand preference means buyers rely on previous experiences with the product when choosing it over competitors' products. Brand insistence leads consumers to refuse alternatives and to search extensively for the desired merchandise.