Let us start by defining what a brand is, according to the American Marketing Association, “A brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers”.
Branding is the process of giving a meaning to a specific organisation, company, product or
service by means of curating the brand in the consumers’ mind. Branding is a strategic way to help people to quickly identify and experience the company brand, thus giving the customer a reason to choose their products over the competition’s.
The objective is to attract and retain loyal customers and other stakeholders by delivering a product that is always aligned with what the brand promises.
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