What a brand is called.
How much people are aware of a brand. What a company wants people to think about a brand.
What people actually think about a brand.
When a product doesn't fit the company's brand.
The value(either monetary or not) that a brand adds to a product or service.
When people like a brand and buy it again and again.
When a product or service is associated with a brands.
When an existing brand is used to support a new range of products.
when component of a product becomes a brand in its own right.