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.