Branding is basically an activity that aims to build and enhance the identity of a brand/brand with a very broad scope, including trade names, logos, characters, and consumer perceptions of the brand. Brand is also a strategy for companies to get and retain consumers.
The term “brand” from which branding is based was first used activity by 19th-century British as a form of marking livestock and slaves by imprinting hot irons on their bodies. Until finally the word “brand” is popularly use by Germans with the same meaning.
![](https://smesta.kemenkopukm.go.id/wp-content/uploads/2021/07/sustainablebranding.jpg)
In its development until now, branding is still an important thing that is widely use as a modern marketing strategy by entrepreneurs. This phenomenon can see from the many types of commodities that are sale using brands.
Definition of Branding According to Experts
- Kotler and Armstrong (1997)
The definition according to them is the seller’s promise to deliver a consistent set of specific characteristics, benefits and services activity to the buyer. - Bilson Simamora (2001)
The definition of a brand according to Bilson Simamora is a name, sign, term, symbol, design or a combination thereof which is intended to identify and differentiate (distinguish) the goods or services of one seller from the goods or services of other sellers. - Lamb, Hair, and Mc. Daniel (2001)
Brand definition according to Lamb, Hair, Mc. Daniel is a term, symbol, design, or a combination of the four, that identifies a seller’s product and differentiates it from competitors’ products. - Janita (2005)
According to Janita, the definition of a brand is an idea, word, graphic design and sound that symbolizes products, services and companies that produce these products and services.