The act of marketing or advertising to position a brand favourably in the mind of the consumer.
Branding, or brand strategy, is mostly about creating awareness/recognition through the marketing and advertising actions that the company puts forward. The aim is to create a bond of trust and, at the same time, a growing reputation.
A reflection on branding makes it easier to obtain more qualitative medium and long-term advertising results (attitude, awareness, etc.). Whereas the more or less immediate quantitative effects (direct e-commerce sales, visits to points of sale, etc.) will take longer until the brand is anchored in the consumer.
Branding is nowadays mainly used in graphic design and marketing.
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