Decades ago branding was defined as a name slogan sign symbol or design or a combination of these elements that distinguish one company product or service from another.. Today branding is more complex and even more important.. Branding is endowing products and services with the power of a brand kotler keller 2015.. According to hislop 2001 branding is the process of creating a relationship or a connection between a company s product and emotional perception of the customer for the purpose of...