Brand is the "name, term, design, symbol, or any other feature that identifies one seller's product distinct from those of other sellers.
Proper branding can result in higher sales of not only one product, but on other products associated with that brand. Brand is thepersonality that identifies a product, service or company and how it relates to key constituencies: customers, staff, partners, investors etc.
People engaged in branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique.
A brand is therefore one of the most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the markterplace.
Brand awareness refers to customers' ability to recall and recognize the brand under different conditions and link to the brand name, logo, jingles and so on to certain associations in memory. It consists of both brand recognition and brand recall. It helps the customers to understand to which product or service category the particular brand belongs and what products and services are sold under the brand name.
Brand awareness is of critical importance since customers will not consider your brand if they are not aware of it.