Hua & Hua Unveils New Definition of “Brand”

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At Hua & Hua, we recognize that while numerous iconic brands have been established globally over the past century, the underlying theory of branding has remained incomplete. This stems from an etymological misinterpretation of the term "brand," which has diverted branding theory from its proper course for over a hundred years. In light of this, we have introduced a new definition of "brand" to realign and reconstruct the global branding theory framework. Examining Traditional Definitions of "Brand". According to the American Marketing Association, the definition of a brand is:  “A brand is a name, term, design, symbol, or any other feature that identifies one seller’s goods or service as distinct from those of other sellers.” This definition is widely used in textbooks around the world. However, it contains two fundamental philosophical errors: I. Purpose Error: The purpose of a brand is not just to identify and differentiate but to drive sales and communication. II. Catego ………………………………