Definition of a “Brand” The “brand” is usually the most valued asset of any company/corporation and differentiates one company’s product from others companies selling identical products. A “Brand” is the “label or name, expression, design, emblem, logo/livery or any other specific feature which is created for shareholder assessment in terms of placing a monetary value for the product (Cohen, 2011 ). The “Brand” adds equity to the market value of a brand for customers that is sometimes more valuable than its physical assets. More and more companies are now acknowledging the fact that “brands” are amongst their most valued property, and are spending more resources in promoting them
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