A brand is not a logo or any other artwork. A brand is what people think of you.
Those thoughts are shaped by the multitude of encounters that people have with your brand, and only some of those encounters include logos and artwork. And so these visual elements are accurately referred to as a brand’s visual identity, not as the brand itself.
I make this distinction because of the title of this interesting blog: A Look Back: NBC 2010 Vancouver Olympics Branding. With respect to Denny, my view is that “branding” is not the best term to use here, because the blog refers only to artwork, not to the entire experience with the NBC brand at the Vancouver Olympics.