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The process of creating distinctive and durable awareness in the minds of consumers is called branding. A brand is a unique business identity connected with quality, liking, origin, personality and more. This is why branding your company pays off.In today's world, it is more important to promote recognition of a product or service. Branding is a excellent way to promote this recognition. If consumers recognize a brand through familiarity, then they are more likely to choose that product or service again and you will be encouraging repeat business.