Another self-referential brand name, trademarked in 1978 by The Gap Stores: “BRANDS” with a registered trademark circle around the “R.”
It is what it is, but it is not the only brand with this name…
There are other examples of companies choosing “brand” as their brand name.
Brand’s® based in Malaysia makes a whole line of “Brand’s” branded health products.
In 1987, another clothing manufacturer trademarked “BRAND NAME” as its brand name.
In 2011, Dolce and Gabbana trademarked the word “brand” (represented in a stylized font) for:
“… services consisting of the bringing together, for the benefit of others, of a variety of goods…”
I’m not sure, but I think this just means that “brand” was to be the name of a store. (Interesting how they cited benevolence as the purpose of the business.)
Sometimes the brand name, “brand” is selected because it’s the founder’s last name, as with Michael J. Brand’s real estate management company’s trademark, below.
Even here, however, there’s an attempt to capitalize on the meaning of the word as evidenced by his tagline, “Brand, the one brand you can trust.”
Every brand, of course, wants to be a trusted brand, but as a product claim, doesn’t it seem sort of untrustworthy? (Similar to protesting too much?)
Just one more day of “self-referential branding week” and I’ll be done. (Trust me.)