“In the old days of the American West, a rancher would make his livestock known to everyone by “branding” his stock with a unique and often stylish design at the tip of a hot piece of iron. While you won’t find many hot branding irons in the head offices of mega-corporations, the idea of claiming one’s property with a unique mark has carried on in today’s business world.
In business terms, a brand comprises all of the things that make up a company’s identity to customers, from its corporate logo to the names for its products. Because a strong brand is so important to a company’s reputation and success, executives take great pains to protect their brand from trademark infringement, negative publicity, and other common problems.
In the past 10 years, the concept of business branding has made the leap from the boardroom to the backyard, as more and more people are beginning to realize how important it is to build your online brand.”