The marketing term “brand” has very literal roots, as it comes from the long-antiquated practice of branding livestock with a symbol that signified who owned that particular animal. Nowadays, however, “brand” implies much more than just a company’s ownership in its name or logo--it also suggests the personality and culture that a company exhibits and embraces. A brand, by design, is meant to shape how a company will be perceived by the public and is therefore a precious and fragile thing that requires careful maintenance. However, once started, developing a comprehensive brand identity and corresponding activity is fairly simple.
