We've all seen numerous definitions of a brand. Essentially a brand where a product or service "fits" in the consumer's mind.
That fit is all about a basketful of attributes made up of two key components: performance (what are you going to do for me today) and emotional rewards (how are you going to make me feel today).

Successful marketers have and continue to recognize those important components, with emotional rewards becoming more and more important given the sea of sameness in product and service offerings available today.

To better understand brands and branding, read UNDERSTANDING BRANDS BY10 PEOPLE WHO DO, edited by Don Cowley. It's available on Amazon.com.