Some concept definitions

Brand
An identifying symbol, words, or mark that distinguishes a product or company from its competitors. Usually brands are registered (trademarked) with a regulatory authority and so cannot be used freely by other parties. For many products and companies, branding is an essential part of marketing.
Retrieved from: http://www.investorwords.com/568/brand.html

Brand attitude
The opinion of consumers towards a product determined through market research. The brand attitude tells what people think about a product or service, wheter the product answers a consumer need, and just how much the product is wanted by the consumer. Knowing the brand attitude of a product or service is very helpful in planning an advertising campain.
Retrieved from: http://www.allbusiness.com/glossaries/brand-attitude/4965990-1.html

Logotype or Logo
Recognizable and distinctive graphic design, stylized name, unique symbol, or other device for identifying an organization. Also called logotype, it is affixed, included, or printed on all advertising, buildings, communications, literature, products, stationery, and vehicles.
Retrieved from: http://www.businessdictionary.com/definition/logo.html

Culture
A shared, learned, and socially construsted system of values, beliefs and attitudes that shapes our perception and behavior... or simply: a way of life

Logo evolutions of Peugeot and Ford