When we hear the word “brand” we often think of products and major companies, such as Nike, Apple, Aeropostale, and more. We know that a brand is a product, service, or concept that is publicly distinguished from other products, services, or concepts so that it can be easily communicated and usually marketed. For instance, when we think of Microsoft, we think of computers, tablets, Windows Office, the Xbox, the Wii U, and so much more. That is because Microsoft has created a brand for itself, a promise for its buyers. When we see the Windows logo, we think of Microsoft, a company with many innovations. Every business needs a brand; this is not optional when it comes to marketing. Still, lots of businesses have false impressions about what a brand is and is not when it comes to Orlando branding, and that is what we are here to clarify.