Research Topics:

Brand Identity | Brand Positioning Studies | Brand Share Studies

Content Type:

Glossary

Branding Definition

The use of a name, sign or symbol used to identify, assign value and differentiate items or services from those of competitors.

Branding is the process of creating and managing a unique, compelling and recognizable image, name, symbol or design. The creation is designed to distinguish a product, service or company from its competition. Its intent is to capture the perception and associations that consumers have with a particular brand. In a competitive marketplace, a well-defined brand can drive customer trust and loyalty, leading to long-term business success. Marketing research in branding involves understanding consumer preferences, perceptions and behaviors related to the brand. 

Who relies on branding?

Because branding plays such a crucial role in building customer loyalty and maintaining a competitive edge, research into branding is vital to marketing professionals, product managers and executives. Findings can be used in making informed decisions about positioning, messaging and communication strategies. 

Why should I care about branding?

From startups to established corporations, branding is vital in building customer loyalty and maintaining a competitive edge. That means businesses of all sizes and industries rely on branding and marketing research.