What Makes A Good Brand?

What do you think of as a good brand? Why is the Nike swoosh so successful or Apple's apple? Some would say its the visual appeal others would say the product itself. My guess is in the short run the brand makes the product and in the long run the product makes the brand. The brand is a symbol of the company not just the product. Think about it what comes to mind when you see the BP symbol or in contrast the Red Cross. Therefore you can have a good brand but, you better back it up or it wont be good for long.