Brand is more than the domain of the marketing department.

 In his book The Brand Gap, Marty Neumeier says "A brand is a person's gut feeling about a product, service or company". In essence a brand is decided by the customer. A company or organisation can try to influence how their brand is received, but essentially a brand is like a reputation.

In the book Brands and Branding, Rita Clifton says "Brands - whether product, service, retail or corporate, consumer or business-to-business - are demonstrably the most important and sustainable asset any organisation has". Brand is more than just marketing, it is the single uniform idea that must be the driving force behind the corporate strategy. The main business objective of a company is very closely linked to the marketing objective, but it is more than just about aesthetics, it is reflected in everything a company does, says and makes. If a company keeps its brand promise at the heart of everything it does, it will do business better.