Basic Notions of Branding. Definition, History, Architecture
Basic Notions of Branding. Definition, History, Architecture

Summary/Abstract: Nowadays one of the most used terms in the field of communication, the concept of „branding” comes from the anglo-saxon term which generically defines the creation, recreation or consolidation of a brand, designating the complex identity of a company, institution, person, service or product in relationship with the consumer. The branding activity covers all layers of present life, from interpersonal relations to business and institutional communication, a strong personal or institutional brand being the element that decides the market position of a person, company or even institution.

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