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Branding

 

Definition: A brand is a product, service, or concept that is publicly distinguished from other products, services, or concepts so that it can be easily communicated and usually marketed. A brand name is the name of the distinctive product, service, or concept. Branding is the process of creating and disseminating the brand name. Branding can be applied to the entire corporate identity as well as to individual product and service names.

Another definition sometimes used is identifying or creating, and then exploiting, sustainable competitive advantage.

Brands can be very complex in nature and can be affected by many things, including history. In the online environment a users experience will have a bearing on the brand perceptions and ultimately values.

Recommended branding texts can be seen here.