Branding is a name, term, sign, symbol, design, or a combination of these developed to identify and differentiate the goods and services of one organization from those of other organizations. If a product or company is branded well, just the product name itself conjures up an image that directs us to things the company wants us to think about. This both simplifies and focuses the product message making it easier to differentiate from all the other products out there.
Boyd, Sandra and Kim Spurgeon, “Lifelong Career Management.” In Blythe C. Shepard and Priya S. Mani (editors). Career Development Practice in Canada: Perspectives, Principles and Professionalism. Toronto: Canadian Education and Research Institute for Counselling (CERIC), 2014, p.406.
Work Coach Café. “Career Dictionary” Online: http://www.workcoachcafe.com/career-dictionary-definitions/ (Retrieved on May 28, 2014)