Overview
Brand is a difficult notion to define. It encompasses the view that the public has of a company, its image and values.
There are various dimensions along which brand can be defined.
- Company Brand - the company's image and values.
- Identity Brand - a brand that plays into the way a company's customers view themselves and their own personal brands. The classic example being Harley Davidson.
- Community Brand - a brand that defines a community and its values.