Brand ownership is about building, developing and sustaining a brand that reflects your principles and values and which effectively persuades consumers to believe in and purchase your product/service.
Source: Boundless. “Brand Ownership.” Boundless Marketing. Boundless, 20 Sep. 2016. Retrieved 17 Nov. 2016 from https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/branding-and-packaging-10/branding-74/brand-ownership-375-5161/