What is a brand?
Rather like the elephant, a "brand" is easy to recognise but hard to define. The owner of a wine brand will actually own a bundle of rights and assets, which may include some or all of the following:
These kinds of intangible assets are forms of "intellectual property". Each can — and should — be protected in order to ensure that (a) its ownership and (b) its value are preserved. See intellectual property.
If a brand does well, it will gain goodwill, i.e..................
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