Brands

A brand is the unique, ownable identity of a business, enterprise, company, or undertaking. It includes the name of the entity and its logotype or any identifying design by which the enterprise is known and recognized, and it conveys what the enterprise stands for, its products and services, and ultimately its role and significance for the customer, consumer, user, or perceiver in its respective society, culture, or civilization. [Page 195]Increasingly, a brand is any carefully articulated identity.

During the late 20th century, corporate brands rose to a level of strategic significance within the world of modern business and enterprise. Growing from their humble origins as an indicator of ownership or a source of goods, brands became the primary tool used to create and orchestrate enterprise identity, ...