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.
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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