I attended Brand Summit today. The following is my thought about brand. A Company’s reason for existence is to fulfill the social needs of Society. Naturally this requires the brand(company) and customer (social needs) to be close to each other for mutual benefit. With the proliferation of network devices and social media applications, now more than ever, brand-customer communications have become easier …. And more pervasive.With the ease of information exchange, brand differentiation becomes more difficult and takes on an added significance. Besides delivering product or service benefits, communicating what a brand stands for is crucial. A company’s product or service should reflect its mission/values and these mission/values should beattractive points that resonates to the customer so that they welcome being more engaged with the brand.