Branding is a process. It involves creating a specific name, logo, and an image of a particular entity (e.g. product, service or company) while simultaneously creating and preserving a value for it among the stakeholders.

In other words, branding is creating a strong and positive image of an entity (e.g. product, service, company, or a person) in the stakeholder's mind. This process combines different elements including logo, design, mission statement, and a consistent theme throughout all the communication processes.

Thus, branding requires repeated communication with a unique selling proposition while using techniques including the use of logos, taglines, or mascots etc. Reinforcement in different communication strategies (such as advertising with a consistent theme) is necessary to achieve branding success.

Branding is extremely significant to a business because of the overall impact it makes on a particular product, service or company in the highly competitive market. It is branding that can change how people perceive a particular product, service or company eventually determining its sustainability and ultimate success. In other words, efficient branding helps entities differentiate themselves from their competitors in the market while building a loyal customer base.