A brand is “an identifying symbol, mark, logo, name, word, and/or sentence that companies use to distinguish their product from others”. The article explains further that a combination of one or more of those elements leads to the formation of a “brand identity.” On a surface level, it seems pretty  raightforward. However, the notion of “branding” is more amorphous than even the top branding experts would like to admit. That’s because brands mean different things to different people at different times.