A brand (or marque for car model) is a name, term, design, symbol or other feature that distinguishes one seller's product from those of others.Brands are used in business, marketing, and advertising. Most companies aim for  Top-of-Mind 2  . Top-of-mind awareness occurs when a brand pops into a consumer's mind when asked to name brands in a product category. 3  For example, when someone is asked to name a type of facial tissue, the common answer is Kleenex, represents a top-of-mind brand.