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process involved in
creating a unique name
and image for a product
in the consumers' mind,
mainly through
advertising campaigns
with a consistent theme.
Branding aims to
establish a significant
and differentiated
presence in the market
that attracts and retains
loyal customers.
-Is a name, term,
sign, symbol or
design, or a
combination of
them, intended to
identify the goods
or services of one
seller or group of
sellers and to
differentiate them
from those of
competitors.
-A
strong
brand
is more
than
just a
logo.
- A brand is a
complex combination
of images and
experiences in the
customers’ minds and
expresses a promise
given by a specific
enterprise on a
specific product;
accordingly, a brand
is a kind of quality
approval (Keegan and
Green, 2005).
Brand elements