A marketing dictionary written in clear, accessible language by a Director of Marketing for Accenture The Collins Dictionary of Marketing is the ideal companion for anyone who requires an authoritative guide to marketing terms, whether a professional marketeer, or in business, or simply a student of this fascinating subject. Marketing is now all-pervasive, with marketing techniques now being applied to virtually all human activities, from charity work to major industries and the strange world of celebrity creation. From `global marketing' to `relationship marketing', from `b2b marketing' to `1 to 1 marketing', from `viral marketing' to `ideas marketing', the Collins Dictionary of Marketing is the ideal guide to this all-pervasive subject. Brand a brand is a combination of attributes that give a company or organisation a distinctive identity and value relative to its competitors, its stakeholders and its customers. The attributes that make a brand are both tangible (for example, a name, a visual logo or trademark, services, people) and intangible (such as personality, reputation, mental associations, a promise, an expectation or set of values) which, together, create a memorable and relevant BRAND IMAGE in the eye and mind of the beholder. A strong brand is often seen to enable either customer loyalty or to permit premium pricing of goods and services and to increase the value of companies.