A brand is like

Spiderman.

Peter Parker has spider-powers but when he doesn’t wear his costume, anybody can see him, and he goes unnoticed even though he is Spiderman. However, when he wears his costume everybody can see him, they know he’s special and he can save New York from the bad guys.

Someone loves him, someone doesn’t like him, but he knows that great power comes with great responsibility, so he’s going to do the right thing for the people, because only he can do what Spiderman can do.

A brand is more than a name, a term, a design or a symbol. A brand is created and influenced by people, visual structures, cultures, styles, perceptions, words, messages, public relations, opinions, media and digital content.