Instead, a brand is a customer’s gut feeling about a product, service, or company.

According to David Aaker in Managing Brand Equity, a brand is defined as: The identity of a specific product, service or business

The results of branding reflect who the company is, why it exists, what it aims to achieve, what it looks and sounds like, and much more.

the more lasting it will be. Look at the great brands. If you ask ten people what those brands stand for, you will get ten very similar answers. They all have the same expectations of the brand.