Brand: n & v—n. 1a a particular make of goods. 1b an identifying trademark, label, etc., 2 a special or characteristic kind (brand of humour), 3 an identifying mark burned on livestock with a hot iron . . .
—Concise Oxford Dictionary
Today, the word brand in business describes so much more than the dictionary definition above. Yes, it is the name for a trademark or label, but in business a brand describes the whole “package,” not just the badge; it’s about what you stand for.
Successful brands make themselves attractive to people who want to engage and buy from them because they respond to the brand’s primary function. This function or purpose is why the business exists; it helps shape its values and it doesn’t change. ...
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