The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products . This process involved in creating a unique name and image for a product in the consumers' mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.
Simply put, your brand is the way your customer perceives you.
Elements of a brand are:
Logo or symbol
URL - Universal Resource Locator
Personality or mascots
Tagline or slogan
Corporate typefaces or font styling
Sounds or jingle
Criteria to consider when creating a brand:
Unique and Memorable
Fun and catchy
Lucid visual and verbal imagery
Across and within product categories
Across geographical and culture boundaries
"Your brand is what other people say about you when you're not in the room." -- Jeff Bezos, Founder and CEO of Amazon