According to Ghodeswar and Lane “A brand is defined as a toolbox of marketing and communication methods that help to distinguish a company from competitors and create a lasting impression in the minds of customers. The key components that form a brand’s toolbox include a brand’s identity, brand communication, brand awareness, brand loyalty and various branding […] The post Branding: What is it and Why Does it Matter? appeared first on Kelly Helming. Continue Reading: Branding: What is it and Why Does it Matter?