What is a Brand?

 A Brand is a notably difficult concept to define. Merriam Webster Dictionary defines a brand as "a category of products that are all made by a particular company and all have a particular name". Almost anyone who interacts with the world on today's terms would find that definition to be lacking. The definition of a brand can certainly span the spectrum, but here are a few concepts from trusted experts that you may want to consider:

Brand as a holistic representation of your company:

"Brand is much more than a name or a logo. Brand is everything, and everything is brand." - Dan Pallotta

"A brand is not a logo, a website or your business cards. A brand is an experience" - Unknown

The consumer driven brand:

A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer. - Seth Godin

"Branding is a profound manifestation of the human condition. It is about belonging. Belonging to a tribe..." - Wally Olins in Brand Thinking and other Noble Pursuits

Brand as a tool for differentiation:

"Successful brands are built on core truths that define and distinguish organizations." - UCLA Brand Guidelines

"A brand is a name, term, sign, symbol, or design or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of the competitor." - Phillip Kotler, S. C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University

Curious to explore more? Check out these 100 definitions from 100 different experts gathered by SVA graduate Sarah Hermalyn.