Branding is the process of creating a strong, positive perception of a company, its products or services in the customer’s mind by combining such elements as logo, design, mission statement, and a consistent theme throughout all marketing communications. Effective branding helps companies differentiate themselves from their competitors and build a loyal customer base.
Brand is a product, service, person, company, or a concept which has characteristics like a name, symbol, etc. to be differentiated from others in the market. It is what makes the product identifiable and differentiable.
Branding isn’t new. We’ve been branding people since the start. They had a face (identity), were given names, people around them had an image of them in their minds, etc. Branding of products started a bit later though.
A brand is the combination of properties within and outside a product which gives an identity to the generic product. It cannot be separated from the product.
Imagine if Tide starts producing soft drinks. Will you buy it?
Customers buy a brand. The tangible product is not the only reason customers buy anymore. It’s now an important part of the brand.
The market is full of similar products. To make a product stand out, one needs to assign to it some identification properties. Such identification properties include certain associations like name, logo, colour, and many other attributes. These branding attributes give the product a certain personality, certain voice, etc, position the product at some distinctive place in the consumers’ mind, and give them an experience whenever they have contact with the brand.