ABSTRACT
Branding allows producers to differentiate their product from that of their competitors, and assists customers in the selection of an appropriate product. Branding is concerned with the creation of images and expectations in the minds of the consumer. These expectations may have a significant effect on the product or service selection and, in the case of services, the development of the service interaction. This chapter:
• defines some basic concepts associated with brands, branding and corporate identity;
• explores the benefits and disadvantages of branding; and • outlines the stages in the process for the creation of a brand and corporate
identity.
