A brand is a human perception and perception cannot be created it can only be influenced. It is people who created brands, and brands make promises. Most people think a brand is a logo. A brand is not a logo, it is the experience and your perception of that experience. Even if there are no logos, people still create brands for themselves like the bakery at the corner sells the finest cakes and cola. Everybody is a brand.
People create brands because they don’t want to evaluate again and again from scratch. Tomorrow even if you don’t get the best cake from your bakery at the corner, you may still feel it is the best because of your earlier perceptions formed. In fact, there are a range of unperceivable or immeasurable differences that are influenced in our perception by brands. It is not something that somebody has created, it is created by people. In fact, as people all of us are also brands.