Branding is the strategic development and management of differentiation through a unique identity. A brand can be systematically managed with a well defined brand strategy which includes a clear statement (no more than two sentences) of the key brand benefit to target audiences followed by a few key support points or reasons to believe in the brand benefit. The brand strategy also includes an articulation of four to five brand personality traits.
Ideally, the brand is built over time to become an equity, which is measurable and can be tracked. Branding involves not only the creation of a meaningful name but a differentiated symbol or word mark, which illustrates the brand personality.
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