What is it, what does it do and how do we get it right?
History tells us that the word brand derives from an old Norse word 'brandr' meaning to burn, hence branding cattle enabled people to claim ownership. Fair enough. Its modern context and usage though tends to tie us up in knots - brand equity, brand engagement, brand expression, brand this and brand that and all said and done most people think it's a logo!
Just to clarify, here are the definitions: