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It is what you stand for and aspire to be. Your brand resides within the hearts (feelings) and minds (intellect) of your customers and prospects. It is the sum total of their (product, company, service and competitive) experiences and perceptions, some of which you can influence and some you cannot. Brand building does not happen only with advertising. Like Salt, advertising should be used in the right proportion. There has to be an integrated brand strategy.
Branding matters as it separates you from others, enhances your value and makes you special. A good Brand inspires, creates loyalty, brings you new prospective customers and helps you connect with old ones...
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