What, exactly, is a brand? Simply put, it’s anything and everything your customer can associate with you. Your brand is the window, any window, through which your organization can be viewed. It’s any word the customer uses to describe you, and it’s any touch point your customer has with your organization. It’s also any impression the customer takes with them after any interaction with you. The short answer is, the brand is whatever the customer says it is!
Your brand is any association the customer has with the product.” – Phillip Kotler