Branding is the strategic process of creating and shaping a unique identity and meaning for a company, product, or service in the minds of consumers and other stakeholders. It involves developing distinctive elements such as a name, logo, design, slogan, and tone of voice, alongside communicating values and personality, to differentiate from competitors and build emotional connections with the audience

. A brand is more than just physical features; it encompasses the feelings and perceptions people associate with a product or company, making it unique and difficult to replicate. For example, while Pepsi and Coca-Cola taste similar, consumers often feel a different emotional connection to each brand

. Branding aims to:

• Provide consumers with a clear reason to choose one product over another by clarifying what the brand stands for and promises

• Build loyalty and trust by consistently delivering on that promise

• Enhance company reputation and appeal not only to customers but also to employees, investors, and partners

• Create a memorable experience through visual and communicative messages that reflect the brand’s values and identity

Ultimately, branding is the ongoing effort to manage how a brand is perceived, ensuring it stands out in a crowded market and resonates meaningfully with its audience

. In summary, branding is the art and science of endowing products, services, or organizations with a distinctive identity and emotional resonance that influences consumer choice and fosters long-term loyalty