Because of the huge amount of competition, brands don't promote tangible services or products anymore. Brands don't have to talk about what they sell, but what they do. What is important are the intangible aspects: how the brands make us feel, how they get close to us or the empathetic place where the brand is located in our minds. These  values differentiate one brand from another. Branding makes It possible for brands who offer the same product or service to look different, talk differently and to generate different experiences in consumers. Brands want to get in touch with people

There are many disciplines at work in branding, but they all must work together to build a brand effectively. A brand is neither a logo nor a color, that is marketing. A brand is not its promotion, that is advertising. A brand is not what we see in the media, that is the media. Working together they are capable of building the intangible of the brand, appealing to the consumers with an emotional speech and common sense.

I want to know more