Brand: the idea, identity, and experience of an entity (e.g., an organization, product, or service), including tangible and intangible qualities.
Other definitions from around the web
“A brand is a name, term, design, symbol, or other feature that distinguishes an organization or product from its rivals in the eyes of the customer.” – Wikipedia
“A living business asset, designed to enhance the connection between a business and customer or consumer. A brand is the way in which people understand, navigate and talk about a company’s business strategy and it simplifies decision-making when selecting a product or service. A brand helps ensure relationships that secure and create future earnings by driving demand, commanding a premium and engendering loyalty. Once simply considered trademarks or logos/logotypes, brands deliver tangible economic value.” – Brandchannel
“Unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors.” – BusinessDictionary
“A brand is a mixture of attributes, tangible and intangible, symbolised in a trademark, which, if managed properly, creates value and influence.” – OVO
“The collective perceptions and impressions people have formed about an organization, its products and/or its services, whether through direct (ads/purchase) or indirect (word-of-mouth) interactions.” – The Financial Brand
“Representation of consumer perception of and feeling toward a product/service.” – Stealing Share
“An organization’s promise to a customer to deliver what the brand stands for not only in terms of functional benefits but also emotional, self-expressive, and social benefits. …It is also a journey, an evolving relationship based on the perceptions and experiences that a customer has every time he or she connects to the brand.” – David Aaker, in the introduction to Aaker on Branding: 20 Principles That Drive Success
Quotable definitions of brand
“A brand is a living entity—and it is enriched or undermined cumulatively over time, the product of a thousand small gestures.” – Michael Eisner, former CEO of Disney
“Your brand is what other people say about you when you’re not in the room.” – Jeff Bezos
“A brand is the face of a business strategy.” – Prophet dictum (from David Aaker‘s Aaker on Branding: 20 Principles That Drive Success)
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