A brand as an association in the minds of the target audience, symbolizes certain qualities of the product or the characteristics of the product manufacturer itself.
To do this, the brand must be recognizable; as a rule, the rights to use it are protected legally. Reputation is also one of the important components of a brand. Both individual employees of the company, and the company as a whole or its products.
The physical components (brand elements) of the brand are the whole complex of corporate identity elements: brand name (word, phrase, descriptor), logo (trademark) with the principles of its construction, brand color palette that supports the corporate identity, original graphics, a set of phrases, tone of voice, trade brand and so on. (с) Wikipedia