definition
strict definition
brand
A registered trademark used by a company to establish product identity among consumers.
A brand is a registered trademark which a company uses to build product identification among consumers.
In certain cases (especially with hotel firms) a brand can be connected with a building in the absence of the brand owner's further involvement with the structure.
The trademark and the company owning it are distinct. A building can carry a hotel brand without the brand owner also owning or managing the building.