What a Brand IS
A promise of value and performance
A reason to choose an offering
A relationship between an organization and its intended audiences
An effective or emotional connection that a customer or user has with an offering or organization
The experiences customers have with an enterprise or offering
The sum total of how customers perceive an organization
An organization’s reputation for outstanding and differentiated value
What a Brand is NOT
A logo
A tagline
A product line
A mission or vision statement
A value proposition
Brand is the cognitive and affective space where institutional identity and individual identity encounter, experience and converse with each other.
-Snavely Associates