brand

A brand is a person's gut feeling about a product, service or company
Marty Neumeirek The Brand Gap

A brand:

is what the consumer perceives it to be
creates an emotional response
has a distinct meaning
brings immediate recognition
stands apart from all its competitors.

A successful brand

differentiates itself from its competitors
endears consumer trust in the company and its products/services.
builds consumer awareness
builds customer loyalty

represents high quality products
consistently delivers excellent consumer services

always stays ahead of the pack

evolves over time

delivers on its promises

A brand is not:

a product
a service
a company's identification system

a logo
Although none of these items are the brand, each of them help to influence
the brand and the perception of the consumer.

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