Over the years, the word ‘brand’ has meant many things. Where it was once only a piece of burning or smoldering wood, or an identifying mark burned on livestock, it’s now a common term for products manufactured by a particular company under a particular name. From Google and Facebook to AT&T and Nike, most of us interact with dozens of brands every day.

When you’re running a business, your brand is a valuable part of it. But how do you define that value and use it strategically to increase your company’s success? RewardExpert recently spoke with Laurence Newell, Director Americas at Brand Finance, the world’s leading independent branded business valuation and strategy consultancy, about how the company can help you answer those questions and more.