Our emotional reaction to a company or organisation. ie, The feelings and sentiments that come to mind when I say Coca Cola, such as coolness, energy, America, youth, vigor, etc...

The greatest misunderstanding comes from mistaking a company's visual identity or logo for its brand. The visual identity is the visual style in which it presents itself, such as through posters, brochures, adverts, and similar. Its logo is the mark it uses to represent itself. The logo and the visual identity should evoke the brand, if they are doing their jobs properly.

More modern conceptions of the brand include how brands are expressed on the web, through factors such as useability, navigation, and interactivity. Amazon is an example of a brand that is based on these qualities.