The definitions of branding seem to increase by the day as the number of “experts” proliferate the market. This may sound like a negative statement but it actually isn’t. A decade ago, when I started dabbling in the world of branding, brand in this region was nothing more than a fancy mark or badge that distinguished goods and services. The exceptional brands went further to become marks of authenticity or “marks of approval” for the persona bearing or associating with the mark. Now the word brand comes loaded both with meaning and responsibility such that it is not used as loosely as it used to be back then. A brand has indeed become a promise…


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