What does your brand stand for ?

This image,  taken at G-Star Raw World Square, made me think whether many retailers know what their brand stands for.  Ultimately it will depend on how consumers - shoppers and non-customers - view your brand.  How often is there a mismatch between how the retailer sees their brand and how shoppers view it ?  What are the cues that influence the perception ?  Anyway, it gave me some food for thought, not sure how many retailers have spent much time thinking about this.  Your views ?