Branding

Marketers engaged in branding seek to develop or align expectations behind the brand experience. They seek to create the impression that a product or service has certain qualities or characteristics that make it special or unique. A brand image may be developed by attributing a personality to or associating an image with a product or service, thereby  branding the personality or image into the consciousness of consumers.

A brand is one of the most valuable elements in marketing. The art of creating and maintaining a brand is called brand management. A brand which is widely known in the marketplace acquires brand recognition. When brand recognition builds up to a point where the brand enjoys a critical mass of positive sentiment in the marketplace, it is said to have achieved brand franchise.