CONTEXTUAL THEORETICAL STUDIES 2 : BRANDING CHOICES

What is Branding?

Branding is the creation of a distinct idea and delivery of a promise that connects with an intended group of individuals. The creation, offering or service in question aimed at a target audience who in turn connect with it, is often a psychological relationship that becomes fulfilled when the promise and expectation attached to such an offering or idea comes to fruition. While these can be said to be true, other factors often come to play on the part of the brand when directing the intended offering at the target audience. Factors like colour, name, logo, and typography are but minute fragments of the general whole that is branding. This is further emphasised by Elizabeth Talerman in her definition. She aptly defines it as ‘’ a simple mental model that represents, collectively, what people feel, think and say about a product, service or company, and where meaning is established over time through consistent positive experiences and engagements.

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