Branding comprises a group of practices and techniques that aim to build and strengthen a brand.


It normally refers to descriptive verbal characteristics and symbols such as the name, logo, slogan and visual identity representing the essence of a company, product or service.


The construction of a strong brand for a product, a product line or services is a consequence of an advantageous relation with the target-market.


When the identification of a brand is positive and becomes strong enough, the brand becomes more valuable than the product that is offered.