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The process of creating differentiation between a product and other products of the same kind. Branding is a marketing strategy to create the impression that one product is better than the other, whether or not that is true. Branding makes a product more recognizable and therefore is likely to attract customers and customer loyalty. There is often a sense among consumers that brand products are somehow better than off-brand or generic products; as a result, brand products are usually more expensive. Examples of brands include logos, catchphrases, symbols, or even the name of the company itself.


a means of helping consumers to identify a particular firm's BRAND of product, and to create and maintain consumer confidence in the performance of the brand.

This is achieved by ensuring consistent brand quality and reinforcing this by appropriate ADVERTISING and SALES PROMOTION in order to foster consumer goodwill. Once the supplier has created significant BRAND LOYALTY this enables him to exert greater control over the advertising, sales promotion and distribution of the brand, and may well enable him to command a premium price over competitors' offerings. A well established brand has considerable value in giving a supplier COMPETITIVE ADVANTAGE over rival suppliers and such brands can have a significant impact upon the valuation of a business. See BRAND VALUATION.

References in periodicals archive ?
The aim of the branding campaign is to make people aware of the services we can now provide.
TBWA Japan, a full-service marketing agency with 180 staff formed when the European company took over Nippon Advertising in 1998, also reckons that Japanese companies and agencies have a lot of catching up to do when it comes to branding.
Support from top management at SAIF to drive change from the inside out has been key to the success of this effort," said President and CEO Dennis Hahn of ID Branding.
Brand decentralization may also be the choice when brand managers, marketing and advertising directors, and outside advertising agencies are given an inordinate amount of branding power.
The Branding Insight Tool was developed for marketing professionals who already possess enough information to self-assess their company's Branding but haven't had the right, in-depth tool to "mine" it.
Jim is a true branding guru," said Gail Guge, managing partner and brand strategist of Wilkin Guge Marketing.
92, who was Srinivasan's advisee as a student, and Yonsei Business School Professor Dae Ryun Chang, has come up with a mathematical model and a market research method that allows managers to figure out how much more the company will earn if it invests in various kinds of branding activities.
com/reports/c33478) has announced the addition of Pharmaceutical Branding Strategies: Thought Leader Perspectives On Brand Building, Effective Communication and Future Brand Models to their offering.
SEATTLE -- The most recent Anholt Nation Brands Index (NBI), created by nation branding expert Simon Anholt and powered by GMI (Global Market Insite, Inc.
According to the survey, the power of consumer electronics brands appears to be wavering in Western markets where branding is most sophisticated.
This oft-recalled line from an aspirin commercial in the 1970s marks the pivotal moment celebrity endorsements classified as "borrowed equity" instead of a simple nod of approval, according to brand experts from Deskey Branding.