What is the difference between a brand and a trade mark?

Although the term 'brand' is sometimes used synonymously with 'trade mark', in commercial circles the term 'brand' is used in a much wider sense. A company's brand refers to a combination of tangible and intangible elements such as the trade mark, design, logo and also the concept, image and reputation associated with that business.

For example the Disney brand is a very strong example which conjures up the whole ethos and experience that Disney is known to offer, not just their actual trade mark or logo.