What is branding and why does it matter?

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Branding is a word that is used a great deal these days. But what does it actually mean? The Design Council defines a brand as: “a set of associations that a person (or group of people) makes with a company, product, service, individual or organization. These associations may be intentional – that is, they may be actively promoted via marketing and corporate identity, for example – or they may be outside the company’s control.” (Source: The Power of Branding: a practical guide. The Design Council).  more...