[thelist] BRANDING: what makes up a brand?

hi.

i've been thinking about this a little recently and i'm wondering what
makes up a brand?

is it just a recognizable logo? name? color scheme? typeface? tagline?

i'll assume that it's a little of all of the above. but the part i'm
concerned is what SHOULD be on that list but is not.

and at the very least, would a logo and tagline do? or just a logo?

what do you think?


thanks for the input,
chris.