Since the franchise arrived from Cleveland in 1996, and the name "Ravens" was conferred on the formerBrowns, the leaders of the franchise have created, and then embraced, a collective attitude that has allowed for a brand to be built. To consumers, a brand stands for a set of expectations which the company will deliver on. In other words it's an "expected experience" imposed by their customers and followers. Whether it's UnderArmour and its "Performance" mantra, or BMW's "Ultimate Driving Machine" motto, there is a set of attributes or benefits that the customer expects to be associated with the product. For a sports franchise like the Ravens, winning, of course, is part of that expected experience. However, it's much more than that.