A brand is the complete set of concepts, expectations, impressions, and reputations that are associated with a given entity. Usually that entity is a company or product. ... So, if a brand isn't the product, the copywriting, the mission statement, the founder's vision, the designer's aesthetics, or the employees' actions, what is it? A brand is a cultural phenomenon that emerges only when these things come into contact with people. A brand lives in the minds of those who are aware of it.