branding theory

Branding theory explores how a company's identity—its name, logo, messaging, and reputation—shapes customers' perceptions and loyalty. It involves creating a distinct and consistent image that communicates the company's values and promises, helping consumers recognize and differentiate it from competitors. Effective branding builds trust and emotional connections, influencing purchasing decisions and fostering long-term relationships. The theory emphasizes that branding is not just about visuals but also about the experiences and perceptions associated with a brand, which together contribute to its overall value and success in the marketplace.