Brand is the "name, term, design, symbol, or any other feature that identifies one seller's product distinct from those of other sellers"
A brand is often the most valuable asset of a corporation. Argus manages their brands carefully to create shareholder value, and brand valuation is an important management technique that ascribes a money value to a brand, and allows marketing investment to be managed to maximize shareholder value. The notion of putting a value on a brand forces marketing leaders to be focused on long term stewardship of the brand and managing for value for Argus.
Proper branding can result in higher sales of not only one product, but on other products associated with that brand.