Branding

Branding involves endowing an entity, such as a product, a service, a person, an idea, an organization, or a practice, with a brand, which can be defined as the entity itself, plus a system of meanings that audiences and consumers associate with the entity. Brands are developed strategically and constructed using a variety of elements: slogans,[Page 211] logos, color schemes, images, packaging, spokespersons, promotional copy, narratives, norms, and language choices. Since effective branding has strong implications for consumer attitudes and purchasing behaviors, branding has become a critical component of management and marketing strategies for most businesses and organizations. Brand building is the process of constructing, communicating, and promoting the brand among its target audiences, in order to accrue brand equity. This entry provides an overview ...