Top Highlights

• First of all, a brand is not a logo.
• What really matters here is that a logo, or any other kind of trademark, is not the brand itself. It’s merely a symbol for it.
• Second, a brand is not a corporate identity system.
• a brand is not a product. Marketing people often talk about managing their brands, but what they usually mean is managing their products, or the sales, distribution, and quality thereof.
• To manage a brand is to manage something much less tangible—an aura, an invisible layer of meaning that surrounds the product.