What is your favorite brand? Have you ever wondered why? In its simplest terms, a brand is the perception of an organization. More specifically, it is the intangible qualities that users or customers associate with a brand. It lives in the minds of an organization’s customers, employees, and investors. Jeff Bezos says “A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” Branding is achieved not only through a logo, colors, and a catchy tagline, but also through the ethos of the company. Branding is important because everything a company does, says, and endorses is that company’s brand.