Brand-ul este personalitatea care identifică un produs, serviciu sau companie (nume, termen, semn, simbol, design sau o combinaţie a acestora) şi modul în care se referă la circumscripţii-cheie: clienţi, personal, parteneri, investitori etc. Unii oameni disting aspectul psihologic, asociaţiile de brand cum ar fi gândurile, sentimentele, percepţiile, imaginile, experienţele, credinţele, atitudinile etc. legate de brand, de un brand din punct de vedere experimental. Aspectul experimental constă în suma tuturor punctelor de contact cu brandul şi este cunoscut ca experienţa de brand. Aspectul psihologic, uneori menţionat ca imagine de brand, este un construct simbolic creat în mintea oamenilor, constând din toate informaţiile şi aşteptările asociate cu un produs, serviciu sau cu compania(ile) care le oferă.

Brand is the personality that identifies a product, service or company (name, term, sign, symbol, or design, or combination of them) and how it relates to key constituencies: customers, staff, partners, investors etc. Some people distinguish the psychological aspect, brand associations like thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand, of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. The psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people, consisting of all the information and expectations associated with a product, service or the company (ies) providing them.