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What is a Brand? A brand is a collection of images and ideas representing an economic producer; more specifically, it refers to the concrete symbols such as a name, logo, slogan, and design scheme (Czerniawski, 1999). Brand recognition and other reactions are created by the accumulation of experiences with the specific product or service, both directly relating to its use, and through the influence of advertising, design, and media commentary. A brand is a symbolic embodiment of all the information connected to a company, product or service (Czerniawski, 1999). A brand serves to create associations and expectations among products made by a producer. A brand often includes an explicit logo, fonts, color schemes, symbols, sound, which may be, developed to represent implicit values, ideas, and even personality (Czerniawski, 1999). Brand energy is a concept that links together the ideas that the brand is experiential, that it is not just about...

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