Branding

At present i am working for a company to establish its brand identity.while working on this project i came to know that brand is not merely a name, logo, slogan, and design...not exactly.There are some few things beyond these...Then what is brand?How can one develop brand?Here are some attributes to add the ocean 'branding'...
1.Product line
Leaders can sometimes get away with marketing a broad line of products and services, especially if they have a powerful brand name like Sony,General Electric.What should others focus on?If you are not a Jack-of-all-trades,focus on what you are very strong.That create a brand image.According to Al Ries and Laura Ries,this is called Law of Contraction.

2.Company name
Try to make company name is a unique and different name. Furthermore it has chance to communicate with customers.It's better if it gives some message about your product or service.

3.Attribute of the product
To build a powerful brand, you need to stand for something in the prospect’s mind.
For example,if you see cars
Toyota means reliable,
Lexus for luxury,
Volvo for safety,
BMW for driving and
Mercedes-Benz for prestige..
So,What should your product mean?
Something,yes,Something should be there in your product which is not available with others or competitors.That is jack-of-all-trades,master in some.

4.Advertising
Mere advertising never creates a brand.But advertising maintain brand leader in the No.1 or its existing position.If you are a No.1 brand, consumer behavior shows people will continue to choose your brand over anything else.

5.Public relations
PR used to come after branding,was HISTORY.But nowadays you never create a brand without knowing its publicity.So if you want to create a publicity,would be easily possible if you are an innovator,You must make/create a new path.