Companies and products need names or symbols by which customers can identify them quickly and easily
Branding adds value to your company or product in the customer's mind through a combination of the name, image, colors, logo, and packaging
To be most effective, a brand must be consistent and constantly reinforced whenever you communicate with customers
Benefits include differentiating you from your competitors, developing a closer relationship with customers, charging a higher price, and a platform on which to introduce new products
Successful branding requires a longterm commitment and investment, but creates an asset with sustainable value
