Today, branding is everything. Brands are not simply products or services. Brands are the sum of all the characteristics, tangible and intangible, that make a company, product, or service unique. A brand is an expression of the values of, and beliefs about, a company, product, or service. It is much more than a name or a logo: it is a way of doing business, a reputation, and an identity – it is the reason why people evangelize a company, product, or service.