Branding 101 introduces the reader to the art and science of branding. A brand is more than just a logo that upholds the values and principles it caters to. The name and tagline is the brand’s immediate face, the first sight element that projects the brand to the world. A brand becomes successful when it succeeds in arousing a certain level of attachment in the customer, making them return to the product despite the never-ending list of newer products and brands that sprout in the market like mushrooms in monsoon. The exploration of the idea of a brand helps in the evolution of the brand and branding process. The Theory of Brand Culture is further explained through its offers for an improved model of business branding. Defining ...

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