Businesses use branding as a marketing strategy to differentiate their products, services, and the business itself from the competition. Although there are several tangible aspects of a brand, such as the brand name, logo, or slogan, a brand is not necessarily something that can be seen or touched.
A brand is the perception of a particular business, organization, or product held by the customer. This perception is influenced through an organization’s positioning of its products or services in the marketplace.
A brand is often developed by a business to create a specific image in the minds of customers. The image or positioning may signify a certain level of quality or other specific identifying characteristics of the product or service. For example, an enterprise may try to emphasize attributes such as premium, high-quality, convenient or unique. The brand (consumer perception) is then connected to the business, product, or service through a brand name and/or logo.
