Branding
Perhaps the most distinctive skill of professional marketers is their ability to build and manage brands. A brand
is a name, term, sign, symbol, or design, or a combination of these, that identifies the maker or seller of a product or service. Consumers view a brand as an important part of a product, and branding can add value to a product.
Customers attach mean-ings to brands and develop brand relationships. Brands have meaning well beyond a
product’s physical attributes. For example, consider Coca-Cola: