What is the difference between a trademark and a brand? What are the different types of their effects on customer’s perception?

A trademark is a legally registered word, words or symbol that represents a company or product.  Apple's apple with a bite out of it is a well known example of a trademark.  

A brand is an identity that is associated with a trademark. Over time specific qualities become connected to a company/product in the market; credibility, quality, personality attributes.  These elements form the brand identity which differentiates the company/product from it's competition. For Apple the brand identity is sleek, clean, modern, and user friendly.

A brand is the identification mark of a company. The company chooses a brand name/symbol for their products. A brand and a trademark have a 'legal' difference between them. A trademark is a legal device that protects the company from unlawful and misuse of its trademark. A Brand name/symbol not registered can be copied and there is no provision for penalty, but a trademark violation has a severe penalty.

  A brand is developed over a course of time with consistent quality that is appreciated by customers. A trademark assures the company’s effort and hard work in creating the brand and simply being misused by anyone and it also helps the consumer knowing the origin of the goods and helping in making purchasing decisions based on prior knowledge, reputation or marketing.