A more neat defintion of 'Brand'

It has to be text-book sort of too as well, but I get more interested in how people who do things define concepts. As per Seth Godin, brand has to be more than design, texture or a logo. It represents to my mind essence. Rest is well-explained by Godin. I'd just like to give his textbook definition of it here:

A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.

Read rest of the blog post here.