Brands

A brand is the unique, ownable identity of an enterprise, which may be a business or any kind of organization 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. Increasingly, a brand is any carefully articulated public identity.

During the late 20th century, corporate brands rose to a level of strategic significance within the [Page 289]world of modern business and enterprise. Growing from their humble origins as an indicator of ownership or a source of goods, brands became the ...