Brand: a set of distinctive characteristics that establish a recognizable image or identity for a person or thing:
The golden arches, the white swoosh, the yellow shell with a red border. All three of these images have one thing in common. It’s not that they are owned by the same company. No, they all represent a well-known brand that you can identify just by seeing their logo.
When you think about a brand or establishing a brand you need to keep these four key factors in mind.