The term "branding" originates from the practice of
marking cattle with a branding iron to differentiate them from the
stock of other farms. But the concept of branding as we understand
it today is far removed from those humble origins.
Brands are no longer limited to a logo or name; branding comes
in many shapes and forms ranging from colours (think of the iconic
Cadbury's purple), slogans (Nike's "Just Do It"),
curated social media posts (the Samsung celebrity selfie), and even
ideologies (Mac vs PC users). Branding also extends beyond what
your company creates, because your brand depends on how it is
received, perceived and shared by consumers.
The value of a brand
It is very difficult to put a specific value on a brand, yet
most companies recognise that their brand is the most valuable
financial asset they own. Brands now do a lot more than just
differentiate; they create an identity, inspire trust and loyalty,
build emotional connections with consumers, and
