A brand is the way a company, product or service is perceived by those who interact with it.

Historically, a brand referred to the logo of a company or their product or service. While many argue that this is still the case, the general consensus now is that a logo makes up only part of a brand.

Many also confuse the term ‘Brand’ with ‘Brand name’. An example of a brand name is Coca-Cola. However, Coca-Cola’s ‘brand’ is how they make you feel when you hear about them or use their products.

Brands are intangible and exist as perceptions in the consumers minds.