What is a brand?

Here is our definition of brand, which can also be found in
The Right Brain Way by Dr. Charles Kenny:

A brand is created as people make an emotional connection that transforms the
literal product or service into an implicit promise that drives their perceptions,
the way they feel, their behavior and their expectations.

Our definition of brand has the following elements that are not found in other definitions:
» A brand is created by people.
» A brand involves an emotional connection.
» People transform the product into an implicit promise.
» The implicit promise drives feelings, behavior and expectations.

As you can see by the definition of brand, understanding consumer emotion
is critical to defining a company's brand.