What is a Brand?

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There are many definitions of a brand, but our favorite comes from Simon Middleton, a British brand expert. In his book Build a Brand in 30 Days, he says, “Brand is about meaning. Your brand is everything that your customers and prospective customers think, feel, say, hear, read, watch, imagine, suspect, and even hope about your product, service, or organization.”
(Here, the word customers refers to both the external clients who bring business and the internal clients, such as the employees, stakeholders, and suppliers that support your business.)