Don't underestimate the importance of a good brand entity!

I'd say 80% of all of the brands I've audited have at least one other brand entity present in Google's Knowledge Graph that they aren't aware of.

This splits authority and trust, as well as relevancy and overall brand strength.

Structured data (aka schema markup) can do wonders for your brand entity.

I don't think I've come across a single business yet which only has one brand entity.

Structured data allows you to help Google to understand that these brand entities and legal entities are actually the same business.