This is a great article on branding by Mark McNeilly - Fast Company.
I also like to summarize this as:
1. Brand is a Feeling
2. Brand is Design
3. Brand is the Wow Factor
4. Brand is Intelligent Design
5. Brand is Strategic
6. Brand is Process Driven
7. Brand is Obvious
8. Brand is Evolution
9. Brand is Change
For whole article, read
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