What is branding?
Branding is the entire process involved in creating a unique name and image for a product or service in the consumers’ mind, through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.
A brand is essentially a promise. By identifying and authenticating a product or service it delivers a pledge of satisfaction and quality.
A brand can be seen as a set of assets (or liabilities) linked to a brand’s name and symbol that adds to (or subtracts from) the value provided by a product or service. One way to understand it, is as a collection of perceptions in the consumer’s mind.
A brand is very different from a product or service. In essence, it is intangible and exists in the mind of the consumer; developed not only through effective use of communications or appealing logos, but rather through the entire experience that it conveys.
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