A brand is the overall perception, meaning, reputation, and set of expectations associated with an organization, while a logo is a visual symbol used to identify that brand. The logo is one component of brand identity; it is not the brand itself.
A brand includes positioning, customer experience, messaging, personality, reputation, values, products, service, visual identity, and the accumulated experiences people associate with the organization.
A well-designed logo can improve recognition and visually express aspects of the brand, but changing a logo does not automatically change what customers believe about a company. Brand perception changes when strategy, communication, behavior, and experience change consistently over time.
For the broader framework, see What is branding? and What elements make up a brand identity?
