In marketing research, a "brand" is a set of beliefs people associate with a psychological entity, like "Apple" or "Linux." Beliefs are complex, especially since different people draw different inferences from the same information. For example, a radio ad for a university program might cause one person to think,
"That sounds interesting. I should check it out."
Another person might think,
"Only low quality services advertise on the radio. I'd better avoid that university."
A simpler view is that a "brand" is a set of visual standards for publications, including web pages. Standards cover typefaces, colors, logos, and so on. We'll go with this use of the term "brand," since, when it comes to making websites for skills courses, this is what universities want to standardize.