Put simply, your “brand” is an associative memory in the brain of the consumer, who connects –or associate– the brand with a set of brand attributes, benefits, impressions or emotions. It’s everything the public thinks it knows about your name brand offering—both factual, and emotional.

A brand is a name, term, design, symbol or any other feature that identifies one seller’s good or service as distinct from those of other sellers. Brands are used in business, marketing, and advertising. “Name” brands are sometimes distinguished from generic or store brands.