A brand is everything to a business. It's what can make a half-eaten apple represent creativity, rebelliousness, and beauty all at once. Or, turn a swoosh into feelings of dedication, hard work, and perseverance. It has nothing to do with the image (aka logo) itself. Nike's swoosh famously cost the company $35 and when they received it, remarked "I don't love it, but I think it will grow on me" and then quickly accepted it because of production deadlines. A brand is not a physical tagline, image, or product but a nebulous idea that only lives inside of someone's mind.