Brand

A brand is a name, term sign, symbol or design, or a combination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.
- American Marketing Association

Effective brands transcend logos, advertising campaigns, and social media presence. Sure, images and messages are important, but the real power in brand today lies in creating dynamic, meaningful relationships with customers that evolve over time. The most successful brands start an ongoing dialogue with people that — through a compelling mix of seamlessly connected products, services, experiences, spaces, and digital interactions — fosters curiosity, trial, love, and loyalty.
- IDEO

(IDEO's Prototyping retail artifacts and color palettes helped lead to an in-store experience for Samsung’s Bean Pole brand) More info: http://www.ideo.com/expertise/brand/