A brand is a collection of experiences and associations attached to a company, organization, product or service; more specifically, brand refers to the concrete symbols such as a name, logo, slogan, and design scheme. A brand is a symbolic embodiment of all the information connected to a company, organization, product or service.

Brand recognition and other reactions are created by the accumulation of experiences and associations with the specific company, organization, product or service, both directly relating to its function, and through the influence of advertising, design, media commentary and word to mouth. A brand in turn serves to create associations and expectations. Ultimately "the brand" is any element which, in the minds of consumers or audience, differentiates a company, organisation, product or service from competitors.

In non-commercial contexts, the marketing of entities which supply ideas or promises rather than product and services may also be known as "branding".

1. At Cleo, brand is not only built through effective communications or appealing logos. Here brand is built through the total experience we offer.