What is the attitude that embodies a product? What feeling does one sports team have that makes it unique from another? What’s the character of an airline or a hospital?

For each of these questions, notice the words “attitude” and “feeling” and “character”? Branding positions a product in a way that differentiates it from other products.

Now that we’ve done the four-minute crash course, check out What Is Branding? from The Branding Journal for examples that clarify how branding combines the work of many disciplines—all to make a product or service feel unique.

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Dennis Cheatham

Associate Professor, Communication Design

Miami University

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