Branding

Branding is the mention of a brand name, company name or logo for the purpose of increasing awareness. The purpose of this form of marketing is not so much to encourage the public to take action but more to build brand value and support other marketing activities. Branding is building your brand.

One form of branding is merchandising: physical products on which the logo is printed, engraved or embroidered. These can be promotional items such as pens, clothing, keychains and corporate gifts.

Branding can also refer to the purpose and form of other advertising. For example, a spot or product placement on radio or TV whose main purpose is to support awareness and perception of the brand. The sponsorship of sports, events and organizations and the exposure in return can also be considered branding.

In an even broader sense, all activities and contacts with customers can be considered branding. After all, every form of interaction with customers and the public determines the perception of the brand. So even the experience with products and services themselves determines the feeling a product or brand evokes.

Activities surrounding branding fall under brand management.