One definition of branding goes something like this: “A brand is the name, term, design, symbol, or any other feature that identifies one marketer’s product as distinct from those of other marketers.” Another identifies a brand as “everything associated with the product, including its symbolism and experiences.”
This means that branding encompasses the look, feel and utility of the product or service itself, as well as the packaging, advertising, collateral and even the attitudes of the sales- people or promoters representing it. The intention of most companies is to develop their brands meticulously, guiding all of these variables in a specific direction in order to reach their target audience, sales goals and increase the overall brand equity – which is the value that the brand carries with it in the minds of consumers because of these variables.