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Brand, brand name, and branding: A brand is a product,
service, or concept that is publicly distinguished from other products,
services, or concepts so that it can be easily communicated and usually
marketed. A brand name is the name of the distinctive product, service, or
concept. Branding is the process of creating and disseminating the brand name.
Branding can be applied to the entire corporate identity as well as to
individual product and service names. In Web and other media advertising, it is
recognized that there is usually some kind of branding value whether or not an
immediate, direct response can be measured from an ad or campaign. companies/organizations
like Proctor and Gamble have made a science out of creating and evaluating the
success of their brand name products.
Co-branding: Co-branding on the Web often means two Web sites or Web site sections or features displaying their logos (and thus their brands) together so that the viewer considers the site or feature to be a joint enterprise. (Co-branding is often associated with cross-linking between the sites, although it isn't necessary.)
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