"Identity is cause; Brand is effect."
The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products.
An effective brand strategy gives you a major edge in increasingly competitive markets. But what exactly does "branding" mean? Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from that of your competitors. Your brand is derived from who you are, who you want to be and who people perceive you to be.
“However beautiful the strategy, you should occasionally look at the results.”
A plan of action designed to achieve a long-term or overall aim. Planning makes the impossible possible, the possible likely, and the likely definite.