A name in itself does not constitute a brand. A brand is a living component which needs its own identity, purpose, character and personality. Many businesses often start marketing their products immediately after they have developed a name and a logo. They regard the brand as the 'fluffy stuff" until they are placed in a position to unpack the brand into something more than just their products. A company's IP starts with a brand or else it becomes a meaningless entity.
Audrey Naidoo 12 Aug 2016