A brand is a name, term, design, symbol or other feature that distinguishes one seller's product from those of others. Brands are used in business, marketing, and advertising. The key elements of the brand development strategy are positioning and differentiation. The process of developing a brand includes the following elements: Brand Strategy: The process of designing differentiating and communicating the brand to customers. Brand Identity: A representation or expression of an organization's values and personality as seen through its name, logo and other visual assets. Brand Experience: How customers feel when they interact with the company's products or services - Marketing Communications: The use of communication channels such as advertising and public relations to build awareness for a product or service.