What is branding?


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This post is a part of series of article on branding. The previous post was “Branding is the most oversold but least understood expertise” . Breaking the myths and discovering the facts.

You won’t believe one gentleman really mailed me the recipe for a unique sushi dish. And this enthusiastic lad was so serious about the whole thing that he also sent me a list of good restaurants in Delhi where I can go and have it. I nicknamed him “sushi peddler” (What say? J). Well now let’s get back to the job of defining brand and branding.

Definition of Brand (Bookish):

Brand: Distinguishing name or symbol (logo) designed to identify the origins of a product or service, differentiate the product or service from the competition, and protect the consumer and producer from competitors who would attempt to provide similar products. A BRAND is designed to:

· Identify the origins of a good or service

· Differentiate those goods or services from those of the competition

· Protect the consumer and producer from competitors.

I know that’s pretty boring way of explaining things but apart from being poker face these bookish definitions does great job in keeping the confusion away. Let’s take an example and explain it further, Starbucks coffee through product packaging and advertising, has created an association between many different objects and its brands. The unique customer experience, the shape of the cup, the green and white colors, and the remarkable consistency of using it together make Starbucks distinctive from competitors in such a competitive segment. Here are some examples of its branding efforts:-

Now going on to branding let’s have a bookish definition for branding first.

Definition of Branding (Bookish):

Branding: Branding is the process of creating an association between a symbol, object, emotion, perception and a product/company with the goal of driving loyalty and creating differentiation.

Usually the word BRANDING conjures up images of branding cattle. At times I feel branding has a branding problem. 🙂

Talking about the biggest benefit of brand is that it should provide to its customer the ability to reduce their decision making, which is only possible by pushing the brand into the subconscious of the consumer with attributes that keep him associated with the brand. And the process of creating these attribute is branding, the art and science behind building brands.

Some quotes by experts on branding:
“A brand should strive to own a word in the mind of the consumer.” – Al Reis and Laura Reis

“A product is something made in a factory; a brand is something that is bought by the customer. A product can be copied by a competitor; a brand is unique. A product can be quickly outdated; a successful brand is timeless.” Stephen King, WPP Group, London /

“We don’t have a good language to talk about this kind of thing. In most people’s vocabularies, design means veneer… But to me, nothing could be further from the meaning of design. Design is the fundamental soul of a man-made creation.” Steve Jobs

“Your premium brand had better be delivering something special, or it’s not going to get the business. Warren Buffett

I leave with you this post till i come back with another post on

“What is the difference between brand development, brand strategy and branding?”


PSST: When i was searching for Warrens’ image it was Estella Warren who had more image results then him. Warren buddy time to do some online branding.. 🙂


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