To brand a business is to define, position, and deliver an identity. Branding is related to increasing loyalty to a specific good or service. Brand management includes managing the tangible and intangible characteristics of a business, product, or service. The tangible characteristics include the product itself, price, packaging, and customer / user experience. The intangible characteristics include emotional connections with the business, product, or service. It is all about capturing a niche market for your product / service and about creating confidence that you are the unique solution to a specific problem.