8. A brand is an “implied promise” based on the
past and expected for the future.
9. “You do not choose to have a brand. You have one. Perhaps you think of
it as your reputation, but it is a brand. It comprises everything your name
evokes in your market.“ ~ Harry Beckwith
10. “A brand is a person’s gut feeling about a product,
service, or company.” ~Marty Neumeier
11. “A brand is more than just advertising and marketing. It is
nothing less that everything anyone thinks of when they see
your logo or hear your name.” ~ David F. D’Alessandro