This document discusses effective branding. It defines branding as the process of creating a unique name and image for a product or service to differentiate it from competitors. It notes that when customers think of a branded product or service, the impression it creates in their mind becomes the brand's value. The document outlines key factors to consider for effective branding like name, logo, packaging and advertising. It recommends identifying target audiences, crafting a clear message, focusing on quality and benefits, and connecting with customers emotionally to build a strong brand. Maintaining loyalty over time through consistent customer interactions and trust is also emphasized.