Branding refers to
the identification of an organization's products based upon individual skus.
an organization's use of a name, phrase, design, symbol, or combination of these to identify its products and distinguish them from those of competitors.
the licensing of a name, phrase, design, symbol, or combination of these for a period of 17 years, at which time a firm may renew its intellectual property rights to them.
the establishment of a commercial, legal name under which a company does business.
the value added to the product from the additional features given to a product beyond its functional attributes.