Branding

Wikipedia starts their entry on Branding with "Branding may refer to marking a body by charring"... and that's not 100% inaccurate for our uses. 

More fitting however is their entry for Brand Management: "In marketing, brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand. A brand manager would oversee all of these things."

Additional Resources

• Jeffrey Zeldman gave a talk at An Event Apart 2017 called From Research to Redesign: An Unexpected Journey, which described a research project centered on account branding of a jewelry store. Conference notes
• Sarah Parameter gave a talk called Practical Branding, which lamented the loss of personality in websites when Responsive Design became the norm, and encouraged choosing specific elements of a "brand wheel" to concentrate on when deciding how to brand a site. Conference notes
• The Three Hour Brand Sprint by GV Library (Google Ventures)