What exactly is branding?
If branding could be explained simply, there would be less ambiguity
and dissonance surrounding the concept. Still, a solid understanding
of branding necessitates a solid understanding of business,
marketing, and even (human) relational fundamentals. Branding is
such a broad concept that a correct definition that truly
encompasses everything it represents would not shed much light on
the subject on its own. However, in order to reduce the spread of
outdated, incorrect, and incomplete information about branding, we
offer a more comprehensive definition:
Branding is the ongoing process of identifying, creating, and managing the assets and actions that shape a brand's perception in the minds of stakeholders.