Credits:
Keith McMahon (Hindsight Now)

Excerpt:
(…) Branding is bigger than the logo and tagline of the company. It is the company’s promise. It is what people see and understand about the company. In many ways, brand equity is similar to a person’s image, reputation, and what they stand for. It is built by a company supporting its brand strategy over time, with the company’s employees working together as ambassadors of the brand strategy. Brand management requires a long-term commitment and willingness to invest in understanding customer behavior, perceptions, and needs and in understanding market trends, pressures, and attitudes. It also requires a conscious effort to manage all aspects of the brand through all company communications and activities. (…)

Source:
> Chase Bobko - Brand Book [PDF]