What is a Brand?

Over the years, I have heard dozens of different definitions of what a brand is. Here are some of my favorites:

1. A brand is the personification of an organization or its products or services.
2. Because of this, a brand can stand for something, have a certain set of values, possess specific personality attributes and relate to people on an emotional level.
3. Also, because of this, a brand can make promises. It should promise relevant differentiated benefits. And, more importantly, it should demonstrate integrity by consistently delivering on those promises.
4. Brands tend to be associated with one or two specific things in people's minds. Ideally, the dominant linkage is with its promise of relevant differentiated benefits (that is, its unique value proposition).
5. A brand is the sum total of experiences and associations with its identity (name, logo, etc.).

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