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more general categories information about this item 12. Finance and Trade 12. Finance and Trade Finance and Trade (12) Trade (8) description: A brand is a name, term, design, symbol, or other feature that distinguishes an organization or product from its rivals in the eyes of the customer. It represents a promise to customers of what they can expect from a product. AFDSI imports complementary data to create a Branded Food Logos ontology. complete name: Food Brands