Branding is a marketing concept that can be a bit vague and confusing, even for people who have studied marketing. In simple terms, branding is the process of creating a unique name, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers . It is the idea or image people have in mind when thinking about specific products, services, and activities of a company, both in a practical and emotional way . Branding is not just the physical features that create a brand but also the feelings that consumers develop towards the company or its product . This combination of physical and emotional cues is triggered when exposed to the name, the logo, the visual identity, or even the message communicated .
Branding can be achieved through the definition of the following elements :
– Brand essence and core identity: This includes the brand’s purpose, vision, mission, values, and guiding principles.
– Brand positioning
– Brand promise
– Brand identity: For example, the brand’s name, personality, communication.