@TimCohn | Author Tim Cohn's Blog

I thought the following definition of a brand from BrandTags.net was both accurate and instructive.

“… a brand exists entirely in people’s heads. Therefore, a brand is whatever they say it is.”

Brand Definition

Indeed if a brand only exists in a consumer’s head, logic dictates that any opinion a consumer would have about a particular brand would be expressed first through their speech and use of words.