So what is "Branding"?
Brand is the image that is perceived by the market. You must distinguish the psychological aspect of a brand from the experiential aspect but learn to marry the two. The experiential aspect is all points of contact with the brand, which is known as the brand experience. The psychological aspect, referred to as the brand image, is created within the minds of people in the market and consists of all the information and expectations associated with a product or service.
