What Is a Brand
When people ask me to define “brand,” I say, “A brand is what you do and how you do it.” This might not be the most common definition of what a brand is, but the one I use because it’s shorthand for the business school definition of a brand: a product or service’s value that is delivered to its customers, and the way of doing business that is the basis of a company’s relationships with stakeholders. This definition of a brand also captures the action orientation to brand-building – and it implies the tight connection between brand and business.
