Quick guide to understand brand creation process

Brand creation is a comprehensive process and it undertakes a complex art and science based approach. The art drives the necessary creativity while science manages the principled driven brand creation approach. The brand is defined as an image that is associated with firm, person, and product and creates intangible value in form of customer loyalty, premium value and superiority over competition. There are various theories and framework that enable understanding around the brand creation and sustenance process. The DDCE framework (Destiny, Distinction, Culture, and Experience) and branding concepts are few of them that are evaluated to have understanding around branding creation process.