"A brand is an intangible asset that resides in the hearts and minds of people. It is defined by the expectations people have about the tangible and intangible benefits that are developed over time through communication and, more importantly, actions." (MOOTEE, 2013)

"The consumer's perception and their interpretation of a grouping of attributes, benefits, and values associated with it." (BATEY, 2008)

Branding is the process of giving meaning to an organization, company, specific products, or services by creating and shaping a brand in the minds of consumers. 

It is a strategy designed by organizations to help people quickly identify and experience their brand and give them a reason to choose their products over competitors, clarifying what is and is not that particular brand. 

The goal is to attract and keep loyal customers and other stakeholders by consistently delivering a product or service aligned with what the brand promises.

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