Also, as Nicholas Ind said, there are plenty of definitions of brands and branding. Some people think a brand is a logo. Or advertising. Or packaging. Or another word for the name of the product and service they buy. In fact it’s all of these things and a lot more.
To get a sense of what a brand is, just stop and think like a customer. I buy Nike sports shoes and Apple computers, fly with Virgin, shop with Amazon, dream of owning a Ferrari and donate money to Unicef because I like what these “˜brands’ stand for. I fly with Virgin because of the quality of the experience, the look and feel of the planes and the way I am treated by the check-in and on-board people. Similarly I buy Apple computers because of the quality of the hardware and software, the position of the brand as an outsider and the in-store experience. I have never bought and never will buy any other computer. Owning an Apple is an emotional thing.