The words brand and branding are thrown around liberally by all sorts
of people in different contexts and with different meanings in mind,
so it may help to start by asking: what exactly is a brand?
The simplest answer is that a brand is a set of associations that a
person (or group of people) makes with a company, product, service,
individual or organization.
These associations may be intentional – that is, they may be
actively promoted via marketing and corporate identity, for example – or
they may be outside the company’s control. For example, a poor press
review for a new product might harm the product manufacturer’s overall
brand by placing negative associations in people’s minds.