Brand

The sum total of the value derived from the use and relationship of a product or service by the buyer. For example, consumers derive value from the Apple brand beyond a particular product's price and thus, while the brand may be represented by a logo, that brand and its value to the consumer/buyer include every touch point in the buyer's journey with the product such as advertising, editorial, customer service, product packaging, website, the CEO and the status that comes from the ownership of such a brand. Brand is in the eye of the beholder (the buyer) and includes emotional and psychological values.