Definition of branding
Our definition of branding: Branding is the combination of actions taken and tactics employed to create and maintain a brand.
Often contrasted with
- Brand: The idea(s) behind, identity of, and experience(s) created by an organization, product, service, or other entity
Definition of branding from other sources around the web
“The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products” – Entrepreneur
“The promoting of a product or service by identifying it with a particular brand” – Merriam-Webster
“Creating, selecting and blending attributes to differentiate a product, service or business in an attractive, meaningful and compelling way” – OVO
“The promotion of a commercial brand of product in order to give it greater public awareness” – Wiktionary.org
Unfortunately for those of us working in the field, “branding” is one of those terms that’s tough to define. Some experts’ definitions focus on actions taken (e.g., “creating a name, symbol or design,” – Entrepreneur) while others focus on outcomes (e.g., “to give it greater public awareness” – Wiktionary.org). Multiple definitions specifically mention differentiation, which is interesting given the branding community is currently engaged in a debate about whether differentiation is necessary (or important, even) in building a successful brand.
Which definition of branding do you agree with? Which ones resonate most with you? Share your point of view in the comments below. Do you have your own definition, different from those listed here? Feel free to add that in the comments, too (at risk of adding to the confusion! 😆).