This article aims to provide an overview of the existing academic literature defining the brand by analyzing and synthesizing more than three dozen definition of brand.

It’s essential to have a distinctive brand that 1) distinguishes your product or service from related products or services offered by others and 2) identifies the source of your product or service. …

Jun 10, 2025 · This brand book serves as a toolkit of communication strategies and visual elements designed to align our message and enhance our outreach. Here, we detail how to …

Apr 4, 2025 · SHRM’s Brand Essence refers to the core characteristics that define our brand identity and set us apart from competitors. It captures unique value propositions and appeals …

Brands are about trust. They help people feel good, confident and even connected to something bigger. Microsoft is our brand. It’s an incredible asset and a vital link to the billions of people …

Brand Finance (2014a) estimates that 72 per cent of business value in the USA is made up of intangible assets, such as brand. With the advent of the ‘sharing economy’ and its ‘intangible …

This paper explains how and why managers should conduct a brand language audit — a comprehensive inventory of the many and varied linguistic devices used by brands in the …