Character or style which identifies a product and distinguishes it from others. This may be based on a unique selling proposition, on price or market segments with certain makes of car, particular hotels, brands of perfume, or makes of watch.

These are qualities that consumers associate with a specific brand, expressed in terms of human behavior and desires, but that also relate to price, quality, and situational use of the brand. For example: A brand such as Mercedes Benz will conjure up a strong public image because of its sensory and physical characteristics as well as its price. This image is not inherent in the brand name but is created through advertising.