Explaining branding

Question

What is branding?

Answer

The definition of branding equates to the marketing practice of creating a name, symbol or design that identifies and differentiates a product or service from other products or services. Branding aims to establish a significant and differentiated presence within a market that attracts and retains loyal customers, thus maintaining a steady flow of revenue, if implemented successfully. A brand also aims to tell the customer what they can expect to see within a company’s products and services. The foundation of the brand is usually a logo, which can furthermore be presented into an organisations website, packaging and promotional materials. These are effective ways to communicate a brand to a large audience. Different examples of brands include Rolls Royce, Marks & Spencer, Tesco, Kraft, Nike and Lidl.

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