What is brand?

The emotions that come with it. Look at Smart car’s example.

http://www.smartusa.com/smart-life.aspx

The car is small enough for owners to think of personal branding, and cute enough to be heavily decorated. I will never do that to my Prius ;-). The art competition makes sense.

http://www.wired.com/autopia/2010/01/style-your-smart/
http://www.wired.com/autopia/2010/05/smart-makes-art-with-its-own-oil/

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