So an institution is an organ of society. Its definition lies in not what it does or how it does it but rather in its total contribution.

So a brand's value is directly related to its contribution. Contribution to its employees, customers and society. Brand is not a logo as the cliche goes.

However, brand is also not its other popular definitions. Brand is not reputation. Brand is not protection against variance. Brand is not synonymous with charging a premium. Brand is not about being distinctive, having a purpose, story or standing out. These are all secondary characteristics of a brand - meaning, they are all effects and/or by products of what a brand creates for customers and organizations but it is hardly what a brand is in and of itself.

A brand is the level of contribution it provides to its customers, employees and society as a whole.

Your customers, employees and society at large get to decide and measure just how valuable your contribution really is.