Branding is process of creating a unique image and name of a product in customer’s mind through various advertisements and promotions. Branding aims at attracting and retaining customers through establishing a differentiated presence and image in the market of any specific product. The American marketing association (AMA) define branding as a” name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.” Hence branding is not a medium to hit target consumers but to present itself as prospect that provides a solution to consumer problem in huge competition. Much time is invested to built and define brand as it is the foundation of marketing communication which is a source of a commitment to consumer. Continue reading Why develop a Branding Strategy?