Branding Basics

You hear about branding all the time, but what exactly does it mean? The American Marketing Association defines a brand as a “Name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.” When thinking about popular long­lasting brands like Coca­Cola, Johnson & Johnson, Nike, Nestle, or Chevrolet, not only does their logo come to mind, but also their tagline and images of what they sell.

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