Brands generate pictures in the minds of consumers. For instance, an apple with a bite taken out of it represents not only the functional products of Apple computers, but also comes with a host of associated brand characteristics such as simplicity, uniqueness, and aesthetics. As Apple has expanded its product line to include mobile audio devices and phones, these too have been branded with the same characteristics. This example reveals a general and essential dimension to the development of brands (that is the process of branding).
Source: Design Dictionary: Perspectives on Design Terminology – Michael Erlhoff, Michael Erlhoff, Timothy Marshall.