The reason is that, as in the Tylenol-Advil ad war, the brands typically represent a small piece of each company's revenues and earnings.

To do otherwise, executives thought, was to risk confusing the customer and jeopardizing the delicate notion of what the company's brand represented.

I know what the brand represents.

A brand has a meaning to all stakeholders and represents a set of values and promises, even a personality.

Sold by Adidas in 1990, the brand now represents two unrelated product lines.

The new brand represented the company's name, Mount Kilimanjaro and the airline's international destinations.

At present, I estimate that deep-discount brands represent about 13 percent of the overall market.

The brand represents a group of frozen appetizers and meals that are sold under license by Unilever.

"Cindy Crawford embodies what the brand represents and adds back in the aspiration," she added.

Great brands represent something bigger than themselves.