Some think a brand is a slogan, or an ad campaign. But a brand is actually much more than that. It is intellectual property; the totality of the thoughts, feelings, and expectations that come to mind when a prospect or customer is exposed to an entity's name, logo, products, services, events publicity or any design or corporate ads or product ads or people in the company. The thoughts, feelings and expectations that result from any of these combine to affect preferences and buying and loyalty decisions.