From Calvin Klein’s designer jeans to Nike’s infamous swoosh trademark, branding is an integral component of the advertising industry in which a collection of images and ideas connect consumers with specific attitudes, feelings, and perceptions about products and companies, invoking a sense of trust and status. Branding has transformed advertising, culture, and the economy, changing
The term “branding” is used for the identification of offers (products and services). Etymologically, the origin of the word can be found in the branding of cattle. Initially, the spectrum of meanings was closely restricted to the pure act of naming. In the course of time, a more tailored definition of branding was suggested: integrated
Branding and organizational identity refer to a process through which a pattern or a structure is ascribed to a group of individuals and recognized as unique, autonomous, and relatively stable in space and time. There are two components to this: the organizational identity, which is a concern with what and who the organization is, and