A promise to deliver a clearly stated, unique and relevant benefit that is consistently expressed both tangibly and intangibly to differentiate the offering from competitors.

The tangible components of a brand, such as the brand's name and logo, are often trademarked to create defendable assets for the organization.

"A brand is an experience living at the intersection of promise and expectation."
~ Mark Gallagher, Brand Expressionist®, Blackcoffee®

See: Branding