Branding

Brandis the "name, term, design, symbol, or any other feature that identifies one seller's product distinct from those of other sellers"^[1]Initially,Brandingwas adopted to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with ahot iron stamp, and was subsequently used inbusiness,marketingandadvertising. A modern example of a brand isCoca Colawhich belongs to the Coca-Cola Company.

A brand—an intangible asset—is often the most valuable asset of a corporation. Brand owners manage their brands carefully to create shareholder value, and brand valuation is an important management technique that ascribes a money value to a brand, and allows marketing investment to be managed (e.g.: prioritized across a portfolio of brands) to maximize shareholder value. Although only acquired brands appear on a company's balance sheet, the notion of putting a value on a brand forces marketing leaders to be focused on long term stewardship of the brand and managing for value.

The word "brand" is often used as a metonym, referring to the company that is strongly identified with a brand.

Marque or make are often used to denote a brand of motor vehicle, which may be distinguished from a car model. A concept brand is a brand that is associated with an abstract concept, likebreast cancer awareness or environmentalism, rather than a specific product, service, or business.