Brand

The emotional response associated with your company and/or products.

A brand is built through controlling customer expectations and the social interactions between customers. Building a brand is what allows you to move away from commodity based pricing and move toward higher margin value based pricing.

See also:

• Rob Frankel - branding expert who provides free branding question answers every Monday. He also offers Frankel's Laws of Big Time Branding™, blogs, and wrote the branding book titled The Revenge of Brand X.