Look down at your shirt for a moment—is there a little emblem on the pocket? Or a certain swoosh on your tennis shoes? If you’re drinking coffee while reading this article, is there a green circle with a woman on the cup?
This is called “branding”—a marketing strategy by which products are given their distinctive identities. A brand is a collection of images and ideas that symbolize a particular product or company. What comes to mind, for instance, when you think of a set of Golden Arches or a little Apple with a bite missing?