Branding

What is branding? A key concept in marketing defined here.

Creating a positive image of a product, service, place or even a nation can transform sectors of an economy. In 1994 a special project called "Scotland the Brand"* promoted companies that could project Scotland as a country of quality, tradition and authenticity. The result was an immediate 200% rise in food, drink, and cultural exports.**

(*"Scotland the Brave" is a patriotic song written originally in Gaelic. It is often sung (and played on bagpipes) at national sporting events, and is a kind of unofficial national anthem, as is the more popular ‘Flower of Scotland’. The slogan plays on that famous title.)

**Summary of an article published in the Guardian "Don’t trust e-voters with, warns expert" 17.10.2002.

Can you write down this definition of what branding is?

Branding is part of marketing and is a ……………………………

Key and notes