A brand may not just be a logo marque or a strap line. These are merely symbols and words used to identify and promote a brand.
A brand is an overall identity that incorporates the attributes, quality, experience and connotations associated with a product or service. Each of these topics needs to be carefully considered both individually and collectively. However, it is also about the identity of the consumer looking to buy into that brand experience, and the two must resonate if the relationship is to be a successful one.