“Within the consumer sector, the development of technology has added thousands of new products and services: computer games, laptops, mobile telephones, the Internet and the myriad services it distributes. Football teams, political parties and pop stars all now consider themselves brands, and the Church of England was recently urged in the media to adopt a more branded approach to the recruitment clergy” (Blackett, 2004).
Branding allows product/service manufacturers to establish a unique identity in the market. In the truest meaning of the word, the act of branding is the claiming of an entity to belong to a specific manufacturer or owner. In the case of branding as it exists with regard to modern day business development practices, branding comes across as the practice of claiming a product/service to belong to a specific product/service provider. The product/service in this manner is able to benefit from the reputation and position of the trademark that the product/service is being branded to belong to.
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