Branding is an art form
The Art Of Branding
The definition of branding varies all over the board. There are some very specific definitions, as well as a more expansive and completely encompassing definition of what a brand is. The one that I believe is really at the heart of the matter is: "A brand is a collection of perceptions in the mind of the consumer".
All companies are in the process of branding themselves. That is not implying they are all aware of it. How well they do this, depends on being aware of the process.
excerpt from: How Do B2B And B2C Use Branding Online?
Article by: James A. Warholic