What do we mean when we say"Brand"?
Brand (n) 1. a type of product manufactured by a company under a particular name.
                  2. an identifying mark or characteristic common to the products of a particular company.
                      (According to the Oxford dictionary)
Brand: a brand is a name, term, sign, symbol, or design or a 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.
(According to "American Marketing Association")

The CAF (Charities Aid Foundation) brand book is your key to the presentation of the CAF brand. It is designed to help everybody working within or with CAF to understand our brand, who we are, what we stand for and in part icular to guide those concerned in communicating our messages to the world at large.

What do we mean by the CAF brand?
It's the way in which we at CAF and our associated s e rvice lines are presented in a physical form to express our identity, purpose, values and personality: