Understanding Branding: Basics

There are a million definitions of the word branding, each one trying to emphasise its importance. Kotler and Keller (2015) defined branding as endowing products and services with the power of a brand. Jay Baer expressed it as the art of aligning what you want people to think about your brand with what people actually do think about your brand. Lisa Buyer identified it as being more than a name and symbol.

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