How do you define ‘branding’?


By Kristin Piombino

What is a brand?

It seems like a simple question, but “brand” and “branding” are terms that many in the marketing, advertising and PR industries define in a multitude of ways.

Is “brand” another term for “company”? Is it the way customers feel when they see a company logo? Is “branding” a compilation of PR, marketing and advertising messages?

In a recent post by Heidi Cohen, 30 industry experts offered their definitions of “brand” and “branding.” Here are a few of them:

–”Branding is the art of aligning what you want people to think about your company with what people actually do think about your company. And vice-versa.” (Jay Baer)
–”Branding is the representation of your organization as a personality. Branding is who you are that differentiates you.” (Dave Kerpen)
–”A brand is ‘the tangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised.’” (David Ogilvy)
–”A brand is essentially a container for a customer’s complete experience with the product or company.” (Sergio Zyman)
–”Branding is the encapsulation of a company’s mission statement, objectives, and corporate soul as expressed through the corporate voice and aesthetic.” (Margie Clayman)
Whatever the real definition of branding may be, it’s crucial to remember its importance in keeping a company competitive, Cohen advises.

What does branding mean to you?

Read the full post. (Click here to

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