What is a Brand?

Here is a clip from a Business Week article that provides an excellent discussion of branding. It is relevant to economic development.

"For the past few weeks, I've been arguing for a reduction of the definition of "brand" to it's foundation. Brand, I believe, should be understood as a tangible symbol that distinguishes one company's products from those of the competition. All other notions, infused with theories about the complex relationship between company and customer, should be understood as derivative concepts -- separate from the core meaning."

More here.