A brand is a product, service, or concept that is publicly distinguished from other products, services, or concepts so that it can be easily communicated and usually marketed.
A brand name is the name of the distinctive product, service, or concept. Branding is the process of creating and disseminating the brand name. Branding can be applied to the entire corporate identity as well as to individual product and service names.
I read somewhere "A brand is a collection of perceptions in the mind of the consumer."
Brands are often expressed in the form of logos, graphic representations of the brand or a tag line. In computers, a recent example of widespread brand application was the "Intel Inside" label provided to manufacturers that use Intel's microchips.
Here is the famous advertising copywriter and ad agency founder David Ogilvy's definition of a brand: “The intangible sum of a product's attributes: its name, packaging, and price, its history, its reputation, and the way it's advertised.”
I my humble opinion, unless you have a giant marketing budget, you can’t afford to create and buy brand advertising. Why? Because it’s not measurable. Example: You run a logo, tagline or product ad in a national publication - just trying to get your name out.
How can you measure if it worked?
Branding takes years and million of dollars.
There are far better ways to spend your marketing dollars.
However, just working some branding into your advertising and marketing plan can help with brand recognition.