Usually a brand is indentified by the company’s logo, a tagline or a chime associated with its products in all its advertising. It provides a reason with which the consumers associate themselves with.
A brand is trademark and cannot be used by other companies. It is developed over time and is like an umbrella under which the company offers several products and services and the user can identify the source of these offerings by the brand they carry.
Each brand gives a certain message to the consumer and this message can be different for different consumers.
The essential constituents of a brand are shown above.