According to the Merriam-Webster dictionary, branding is defined as the promoting of a product or service by identifying it with a particular brand.
Brand identity is fundamental to consumer recognition and symbolizes the brand's differentiation from competitors.
Some marketing experts have created logos/brands that are extremely familiar to us, enabling us to recognize them on a daily basis. Some examples include McDonald's, Nike, and Gibson guitars.
One of the case studies I found regarding branding was the one dealing with Blackberry. I found this very interesting.
Link: http://landor.com/#!/work/case-studies/blackberry/
This case study deals with Blackberry not "standing out enough." Moving into a new decade of technology, Blackberry had to make itself more relevant and needed more tools to help manage its identity. The final decision was to completely change the identity of the Blackberry.
In result:
BlackBerry was named one of Landor’s Top 10 Breakaway Brands for 2007 by Fortune magazine.
BlackBerry was named one of the Best Brands of 2007 by BtoBmagazine.
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