What is a “brand” anyway?

Looking for new ideas about increasing the strength of your brand?  Jonathan Salem Baskin, publisher of the popular Dim Bulb blog on marketing strategies, has a new book that may help.  Baskin’s new book, Branding Only Works on Cattle, provides some thought-provoking new ideas for building brand value.  Is a “brand” defined by your trademarks, logos, and current ad campaign?  Or is your brand defined by your corporate actions, supply chain management, and interaction with customers?  Is it both?  Whichever view you endorse, Baskin’s book is sure to entertain and challenge anyone involved in marketing, branding, or reputation management.