Branding

The activities and strategies the go into the development and protection of a brand. While most marketers tend to view branding as a marketing exercise, branding is something that touches all aspects of a business that begins with an advertisement, as sales rep's telephone call or voicemail greeting, how the receptionist answers the telephone and how well emails are acted upon (among many other factors). Viewing branding as a marketing exercise is exceptionally shortsighted — and is a view held only by the most immature business leaders.