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What is Branding?

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A brand is the identity of a specific product, service or business. A brand can take several forms, including a name, term, sign, symbol, colour combination or slogan.A brand is a persistent, unique business identity intertwined with associations of personality, quality, origin, liking and more.

Branding is the process of creating and evoking distinctive and lasting perceptions and experiences in the minds of consumers.

For example:

The Nike brand name is well-known throughout the world, people can identify the name and logo even if they have never bought any of their products.

However, not only is the company name a brand, but the logo (the ‘tick’ symbol) is also a strong piece of branding in its own right. The majority of people who are aware of the company can also identify it (or its products) from this symbol alone.

Brand Elements

  • A clear brand identity
  • A strong brand culture
  • A meaningful brand experience
  • Deliver emotional values
  • Build valuable relationship
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