Brand
Das Konzert war einfach Brand!
The concert was just fire!
excellent, impressive, or very good (informal, slang)
Dein neues Auto ist richtig Brand!
Your new car is really fire!
Das Essen hier schmeckt Brand.
The food here tastes amazing.
Primarily used by younger speakers in informal contexts, often in social media or casual conversation.
a burning mark left on a surface by heat or fire
Der Brand hat das Holz verkohlt.
The fire left a brand on the wood.
The literal meaning is less common in modern usage compared to the slang meaning.
a product or company's trademark or logo
Das Brand von Apple ist weltweit bekannt.
Apple's brand is known worldwide.
Used in business and marketing contexts to refer to a company's identity.
Collocations
Antonyms
Pro Tip
When to use 'Brand' in German
Use 'Brand' to describe something as excellent or impressive, similar to 'fire' in English slang. Example: 'Der Film war Brand!' (The movie was amazing!). Avoid using it in professional or formal settings.
Gold Rule
Avoid literal meaning in modern usage
While 'Brand' originally meant 'burning mark' or 'fire', its modern slang usage is entirely figurative. Do not use it to refer to actual burns or fire in casual conversation.
Word Origin
From Old High German 'brant' (burning, fire), related to English 'brand'. The slang meaning 'fire' emerged in the 2010s, likely influenced by African American Vernacular English (AAVE) and hip-hop culture.
Usage Notes
In modern German slang, 'Brand' is almost exclusively used to mean 'fire' (excellent) rather than its literal meaning. Avoid using it in formal contexts.