> what is it and why is it important?
Branding is the visual, emotional and cultural image associated with a company or a product. Branding is the complete professional image that a business wishes to project to make it recognizable and distinct. A successful business identity and branding is consistently carried through all aspects of a company's access to the public, customers, and potential customers: business card, letterhead and envelope, brochures, print advertisements, Web presence, media advertisements, signage, etc.
The purpose of having people remember the brand name and have positive associations with that brand is to make their product selection easier and enhance the value and satisfaction they get from the product. Research has proven that consumers are more likely to purchase familiar or well known brands - they feel more confident and are more likely to trust known brands.