BRANDING Available to Purchase

Brands are important and valuable assets which are frequently underacknowledged and misunderstood. The processes of new‐brand development and of brand management are similarly mysterious. This is not to say that certain important components of the branding process — for example, design, market research, advertising — are inadequately developed or unprofessional. Rather, that integrating these particular areas of expertise into a systematic and coherent approach to branding frequently relies mainly on intuition. Furthermore, certain key parts of the branding process — for instance, brand‐name development — have generally in the past been tackled haphazardly and, at times, illogically. The author's view of what branding is all about is presented and the role of one vital component in a brand's personality — the brand name or trademark — is discussed.