ntify something with a name.
I think you just proved my point with your disagreement when you said that "the term brand got hijacked."
Would you agree that if someone says i won't buy that brand they are saying so because the reputation of that named product is shoddy or bad? Anything can become a bad brand just as easily as it can become a successful brand. Success is based on building a good reputation for the named product, thus enhancing the reputation of the name.
Toyota is a brand name. The reputation for quality is down the tubes ergo the reputation has been destroyed but the name or "brand" has not changed.
A badge in fact is a brand. If you go to a convention wearing a button that says XYZ corp you identify yourself with that brand or name. If you act like a jerk you cast aspersions on the reputation of that company but you do not change the name of the company only the perception of yourself and potentially damage to the company name.
Branding or naming something does not build the reputation. What you do after you name it makes that Brand what it is as in your example of Marlboro being associated with manly , cool etc. Should manly and cool go out of style the brand name would still be Marlboro.
Moving back to the world of recruiting and the subject of this post. Craig Silverman, Steve Levy and multiple others have the reputation for being top recruiters. They can go to any firm and build the reputation of that firm. Their "brand "is their name if they screw it up their names/brand does not change their reputation may certainly do so.
If anyone ever tries to sell you a horse with circle 7 brand on the left hip trust me when i tell you that it may kill you. The reputation is so bad that when you see that brand name run don't walk. The brand identifies a bad minded, treacherous animal. Or if you do buy it, name it Toyota because once it starts it just may not stop.
A brand is a name /identifier.…