name, sign, symbol, color combination or slogan he word branding began simply as a way to tell one person's cattle

from another by means of a hot iron stamp. dentifies a product, service or company psychological aspect, brand associations like thoughts, feelings, perceptions, i mages, experiences, beliefs, attitudes, and so on that become linked to the bran d, of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with the br and and is known as the brand experience s it demonstrates what the brand owner is able to offer in the marketplace. The art of creating and maintaining a brand is called brand management. Brand awareness refers to customers' ability to recall and recognize the brand u nder different conditions and link to the brand name, logo, jingles and so on to certain associations in memory Brand love', or love of a brand, is an emerging term encompassing the perceived value of the brand image. Brand love levels are measured through social media po sts about a brand, or tweets on sites such as Twitter. Becoming a Facebook fan o f a particular brand is also a measurement of the level of 'brand love'. Visual brand identity The visual brand identity manual for Mobil Oil (developed by Chermayeff & Geisma r), one of the first visual identities to integrate logotype, icon, alphabet, co lor palette, and station architecture to create a comprehensive consumer brand e xperience. The recognition and perception of a brand is highly influenced by its visual pre sentation. A brand s visual identity is the overall look of its communications. Ef fective visual brand identity is achieved by the consistent use of particular vi sual elements to create distinction, such as specific fonts, colors, and graphic elements. At the core of every brand identity is a brand mark, or logo. In the United States, brand identity and logo design naturally grew out of the Modernis t movement in the 1950s and greatly drew on the principles of that movement simp licity (Mies van der Rohe s principle of "Less is more") and geometric abstraction . These principles can be observed in the work of the pioneers of the practice o f visual brand identity design, such as Paul Rand, Chermayeff & Geismar and Saul Bass. Company name Often, especially in the industrial sector, it is just the company's name which is promoted (leading to[citation needed] one of the most powerful statements of branding: saying just before the company's downgrading, "No one ever got fired f or buying IBM"). This approach has not worked as well for General Motors, which recently overhauled how its corporate brand relates to the product brands.[15] E xactly how the company name relates to product and services names is known as br and architecture. Decisions about company names and product names and their rela tionship depends on more than a dozen strategic considerations.[16] In this case a strong brand name (or company name) is made the vehicle for a ran ge of products (for example, Mercedes-Benz or Black & Decker) or a range of subs idiary brands (such as Cadbury Dairy Milk, Cadbury Flake or Cadbury Fingers in t he United States).