A brand is a name, term, sign, symbol, or design, or combination of them, intended to identify the goods or services of one seller or group of sellers, and to differentiate them from those of competitors.
American Marketing Association
Goods Versus Services
Services are intangible
consumed at the time they are produced, often linked to the people who produce the services.*
* Leonard Berry, “Services are Different,” , May-Jun 1980, 24-30.