What is branding?
Intellectual Property Conference, Oslo

Brands exist in the minds of customers; they have the power to begin, maintain or terminate a relationship with an organisation. This underlines the importance of understanding customers, delivering the products and services they want and communicating in a distinctive and effective way. To achieve this, organisations need above all a clear purpose which employees understand and can convey through the development of effective strategies in such areas as customer service, trademark and domain name management and marketing communications. When these all work cohesively together the organisation can maximise the value of its intellectual capital. Examples include Orange, The Economist and Nike.