A brand is a product, service, or concept that is publicly distinguished from other products, services, or concepts so that it can be easily communicated and usually marketed. Branding is the process of creating and disseminating the brand name, its qualities, and its personality. Branding could be applied to the entire corporate identity as well as to individual products and services or concepts.
A company's brands and the public's awareness of them are often used as a factor in evaluating a company. Corporations sometimes hire market research firms to study public recognition of brand names as well as attitudes toward the brands.
Brands are usually protected from use by others by securing a trademark or service mark from an authorized agency, usually a government agency. Before applying for a trademark or service mark, individuals and organizations need to establish that someone else hasn't already obtained one for that name. Although they can do the searching themselves, it is common to hire a law firm that specializes in doing trademark searches and managing the application process, which -- in the United States -- takes about a year.
Once they've learned that no one else is using it, they can begin to use their brand name as a trademark simply by stating it is a trademark (using the "TM" where it first appears in a publication or website). After receiving the trademark, they can use the registered symbol after their trademark.
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