Fundamental and specific characteristics of brands

The article discusses the fundamental and specific characteristics of brands. The article provides a standardized definition of the term "brand" in accordance with the international standard ISO 10668 "Brand valuation in monetary terms: approaches to measuring brand value" and the author's definition of the term "brand". It is established that the fundamental characteristics of brands include brand identifiers, individual characteristics and identity, and the specific ones include reputation, expectations and promises of the brand, their characteristics are given and the relationship between them is shown. The benefits of manufacturers of branded goods and services, as well as for consumers, are revealed.