chapter  6
8 Pages

Say What You Mean, Mean What You Say: The Jargon of Brand Management

Branding is the process of naming a product or service in order to distinguish it from its category competitors. In broadcasting a brand name would be the name of a network, station, or program. For example, Eyewitness News is a branded local newscast. However, true branding is more than attaching a name to a product or service. The intent of branding is to make the brand name something unique, memorable, and valuable in the minds of consumers.