The term brand refers to the word, logo or other identifying symbol that brings to mind not only a specific product, company or person but emotional and intellectual associations attached to it.

"Dizzy" to jazz fans is a person, a style of music and often a specific melody or event. "Michael" to a sports fan is Jordan - to a music fan is Jackson. "Elvis" is a man, his music and a genre. "Yugo" is a car, a joke, a flop [in the market-place].