Words / B1

BRAND-ing/ˈbrændɪŋ/

Branding is how a company presents its name and image: rebranding; brand identity. Brand is already in the dictionary as the name/product. Marketing is wider (already in the dictionary). Logo is only the symbol. Uncountable. Do not call one advert branding. UK firms talk of employer branding when they recruit.

Meaning

The way a company presents its name, design, and image to the public.

Examples

• “The rebranding included a new logo and a simpler website.”
• “The rebranding dropped the old logo and simplified the website.”
• “Employer branding mattered because graduates compared values, not only pay.”

Good to know

Uncountable: branding; rebranding. Wider: marketing. Symbol: logo. Product name: brand. Not one advert.

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