Branding

Branding is endowing products and services with the power of a brand.

Definition

According to Marketing Management by Keller and Kotler (15th edition),

Branding. Endowing products and services with the power of a brand.

According to the Corporate Strategy by Lynch (4th edition),

Branding. The additional reassurance provided to the customer by the brand name and reputation beyond the intrinsic value of the assets purchased by the customer. A specific name or symbol used to distinguish a seller's product or services.

According to the ASME EMBOK,

Branding. Establishing a product "identity" that customers associate with various product qualities (quality, price, service, image, etc.) and which creates value in customers' minds.