What does ‘Brand’ mean?
Here starts the problem! Many definitions (like this) talk of a mark, or a product. And hence many people have come to only associate ‘Brand’ with ‘Logo’ or a graphic. And whilst that is OK as far as it goes, it is far from complete.
Here is the widely used definition: “Brand is the proprietary visual, emotional, rational, and cultural image that you associate with an organization, or product.“*
Brand guru Chuck Pettis goes further, adding “person or issue” and that is an important addition as the use of branding becomes more pervasive in our society, for example around ecological or political issues.
In that short sentence, there is much subtlety and need for expansion – as there is in all marketing work – click on each of the elements of the definition for more detail and explanation.