Brand Image Formation As a Function of Involvement and Familiarity (Report‪)‬

Introduction A brand, as defined by the American Marketing Association, is a name, term, sign, or symbol used to identify the goods and services of one seller and differentiates it from competition. According to Keller (1993) a brand is a product, but one that adds other dimensions that differentiate it in some way from other products designed to satisfy the same need. Hence, according to this definition a brand is an entity over and above the physical functional product. In the same vein, Seetharaman et al. (2001) defined a brand as an asset that does not have physical existence and the value of which cannot be determined exactly unless it becomes the subject of a specific business transaction of sale and acquisition.