The definition in wikipedia says :
Brand is the "name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."[1] Initially, Branding was adopted to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with a hot iron stamp, and was subsequently used in business, marketing and advertising. A modern example of a brand is Coca Cola which belongs to the Coca-Cola Company. A brand is the most valuable fixed asset of a Corporation.
When you are setting up a company, creating products or services before launching or marketing them you have to bear in mind the importance of the name branding which is a key element of success.
You can see a video (made by G. Wedell) which explains the concept branding and the importance of a brand strategy.
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