Branding in the Age of the Web

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.