Brand Ownership: Revisiting the Definition

Discusses what is meant nowadays by `brand ownership'. Consumers increasingly are aware of, talk the language of, and interact with brands.

Brand Ownership Revisiting the Definition

Richard Kelly and Pascale Reed McCannErickson

'A brand is an identifying mark made as proof of ownership.'

Merriam Webster Dictionary, first usage before AD 1100

In an environment where brands appear as financial...