Branding is...

Relevant definition of branding:


'Brands are here to stay. From a corporate perspective they underpin the wealth of many companies. They do this not just through tangible assets but primarily through their intangible assets. Consumers want brands too. At a basic level they provide reassurance of consistency and quality. But they also provide shortcuts for consumers. Marketing has become a language through which consumers can make sense of the increasingly complex world around them a world where traditional signposts and givers of meaning such as religion and government have become devalued. Brands provide meaning, which allows for the simplification of purchase decisions. This creates the phenomenon of loyalty, which in turn generates corporate value.'

taken from World Advertising Research Center