Who has the final say in determining what a brand represents?

The consumers ultimately have the final say in determining what a brand represents because they are the ones who interact with the brand, form perceptions about it, and make purchasing decisions based on those perceptions. Their experiences, beliefs, and feedback shape the identity of the brand in the marketplace. While a marketing team or CEO can influence the brand’s message and positioning through various strategies and communications, it is the consumer's interpretation and acceptance that solidify the brand's reputation and meaning. Brands can only exist in the context of how they are perceived and embraced by their target audience, making consumer perception crucial to the brand's identity. This dynamic reflects the reality that a brand is not just what a company claims it to be, but what consumers believe it to be based on their interactions and experiences.