" Brands are tangible attributes used as points of differentiation- a name, term, sign, symbol or design (or a combination of them), intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of the competitors”- AMA (1960)

Brands have existed for many, many years- the modern concept of branding having taken root in the late 19th century with the introduction of trademarks, slogans, logos, and attractive packaging.  Appropriately, the original concept of branding was reflected in the American Marketing Association’s (1960) definition of “brand”, which focused on tangible attributes as points of differentiation- “a name, term, sign, symbol, or design (or a combination of them), intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of their competitors”. Over the years, other definitions of branding and brand have been created and applied to the professional services industry.