A brand is a promise made to the consumer.
The brand is a distinctive sign that allows companies to differentiate themselves from competitors. It can be represented by a proper name, word, expression or visual symbol.
It is a real consumer benchmark and more and more a “guarantee”.
It allows to affirm one’s positioning and to exist among an unlimited offer of goods and services, on the Internet in particular.
For the entrepreneur, it is about creating a brand, but also about protecting it. There are marketing aspects (name, logo, visual identity), legal issues (availability of brand name/domain name) and practical know-how (brief, etc.) to be taken into account, which entrepreneurs do not always about.