The brand formula is:
(Expectation) * (emotional power) = Brand
Some brand formula examples:
Google:
(Expectation of answers to questions) * (very consistent & useful)= Very powerful brand.
Seattle Times:
(Expectation of news) * (pretty consistent, decent news writing) = Solid brand.
Wells Fargo:
(Expectation of banking services) * (random fees, too many upsells) = Weakening brand.
Elance:
(Expectation of outsourced services) * (good quality, but new) = Weak but growing brand
Joel Gross:
(Expectation of online marketing expertise) * (new to market) = Almost no brand