What is a brand?

A blog on branding should start by defining what a brand is.

Admittedly there are numerous definitions of brand out there.
  • The classic (or legal) view is that a brand is
    "A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller."
  • My view is that a brand is also an image held in the mind. Therefore, I go with this aspect of the definition, from Wikipedia:
    "A brand is a symbolic embodiment of all the information connected to the product and serves to create associations and expectations around it."
Key takeaway: It is important to develop and protect the name/logo/sound/etc. of one's product or service, but it is more important to develop and protect the associations that people have with that name.

What I am interested in is, how do people--including brand producers, brand consumers, and brand commentators--co-create this image that people hold in their minds?


Dr. Dannielle Blumenthal is an author, independent brand researcher, and adjunct marketing professor with 20 years of varied experience. An avid researcher and prolific, creative writer, Dr. Blumenthal's interests span communication, marketing, qualitative media content analysis, political rhetoric, propaganda, leadership, management, organizational development, and more. An engaged citizen, she has for several years worked to raise awareness around child sex trafficking and the dangers of corruption at @drdannielle on Twitter. You can find her articles at Medium, www.AllThingsBrand.com and www.DannielleBlumenthal.com, and she frequently answers questions on Quora. All opinions are Dr. Blumenthal's own.