What is branding?

The Brand is a management tool, answering an important question: "What does the company (or product, or service) stand for?" Branding is the values-based relationship between a trademark and its audience.

The Brand is not the business strategy of a company, which is much more detailed and operational. The Brand is about making the business strategy become clearer, more motivating and more attractive to all the stakeholders of a company.

Branding is thus about management efficiency and quality, being able to give a lot of people access to the strategic ideas of a company, to think, feel and act aligned with the one idea of what the company stands for. This produces tremendous value, not only for shareholders, but for all stakeholders.