"A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer's decision to choose one product or service over another."
- Seth Godin

"Your brand is what other people say about you when you're not in the room."
- Jeff Bezos

"A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is."
- Scott Cook

"A brand is the embodiment of what the company stands for. It's not a label, it's not packaging, it's a set of values and a philosophy."
- Richard Branson

"A brand is a voice and a product is a souvenir."
- Lisa Gansky

"Your brand is a story unfolding across all customer touch points."
- Jonah Sachs

"A brand is the sum total of all the emotions, thoughts, images, history, possibilities, and gossip that exist in the marketplace about a certain company."
- Luke Sullivan

“A brand that captures your mind gains behaviour. A brand that captures your heart gains commitment.”
- Scott Talgo, Brand Strategist

"Branding demands commitment; commitment to continual re-invention; striking chords with people to stir their emotions; and commitment to imagination. It is easy to be cynical about such things, much harder to be successful."
- Sir Richard Branson, CEO Virgin

Branding is something you do to cows.  Branding is what you do when there's nothing original about your product.
- Roy Edward Disney

"A brand is a singular idea or concept that you own inside the mind of a prospect."
- Al Ries

Products are created in the factory. Brands are created in the mind.
- Walter Landor, advertising great

"Your brand is your public identity, what you're trusted for. And for your brand to endure, it has to be tested, redefined, managed, and expanded as markets evolve. Brands either learn or disappear."
- Lisa Gansky

"A brand is a living entity – and it is enriched or undermined cumulatively over time, the product of a thousand small gestures."
- Michael Eisner

"A brand is not a product or a promise or a feeling. It's the sum of all the experiences you have with a company."
- Amir Kassaei

"Really strong brands are the ones that have done all my thinking for Me."
- Marieke van der Werf

"A brand is a person's gut feeling about a product, service, or organization."
- Marty Neumeier

"A brand is a contract between a company and consumers. It's a promise that must be kept."
- Walter Landor

"A brand is the intangible sum of a product's attributes: its name, packaging, and price, its history, its reputation, and the way it's advertised."
– David Ogilvy

"A brand is a name, term, design, symbol or any other feature that identifies one seller's good or service as distinct from those of other sellers."
– American Marketing Association