While we all hear the word "brand" tossed around as representing the word or logo that makes us remember a product line (think of ROOTS for shoes, bags and footwear) or offers a service (think of the AIRMILES & Airplane design for an air mileage incentives program), a brand is actually, in legal terms, a "trade-mark", that is, a word, design, or combination of word and design specifically chosen by a person or entity to distinguish their product or service from similar products or services offer
Borden Ladner Gervais LLP