"Branding is easy to describe. It involves everything" - Bill Oeschler, President, Ethnographic Media.
Any company that is not well branded will fail in less than five years and smaller organizations don't have that long" - NBC VP for marketing
"Branding is a way to create an emotional connection with a specific audience" - Troika, a network branding company.
Branding is a collective set of single entity user experiences/touchpoints plotted as positive, negative or neutral. The brand becomes the recollection of these touchpoints from which brand preference is decided. (CEF)