3. “If every last asset we own… were destroyed in a terrible natural disaster, we would be able to borrow all the money to replace it very quickly because…the brand is more valuable than the totality of all these assets.” – CEO, McDonalds
4. WHAT IS A BRAND? WHAT IS A BRAND? A brand is defined as a name, term, sign, symbol, design, or a combination of these that identifies the products or services of one seller and differentiates them from those of the competitors.