What is a Brand?

The experience a customer has with a product or service that makes it different from others in the same category. More than just a name, a brand is where features, benefits, and customer perceptions meet. Successful brands have a unique identity, image, and emotional connection with their customers. It is why we choose a brand over another every day.


For example, consider the brand Apple. Beyond its iconic logo, Apple is known for its innovative products, sleek design, and user-friendly interfaces. The brand is associated with creativity, simplicity, and cutting-edge technology. This strong brand identity influences consumers’ perceptions and preferences, driving their purchasing decisions and fostering loyalty to the Apple brand.

Go back to the Marketing Glossary >>