*2.1. Branding*

Branding is one of the most critical tasks in the development of a marketing strategy. Kotler (1991) defined a brand as " . . . a name, term, sign, symbol or design . . . intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors". Brands are important markers of international resources and communicators of the marketing intent of an organization (Hunt 2019).
