BRANDING – An Introduction by Freddy J. Nager
"This is not a brand," from The Brand Gap by Marty Neumeier
A logo is not a brand. A logo is a symbol that represents the company, just like your photo represents you. A logo is just one of the many factors that make up a brand, and it's not even the most important one.
So what is a brand?
There are as many definitions of "brand" as there are marketing books and marketing professors. Here is the definition that I have found most effective in discussing brands with clients.
A brand... More