What is the process of creating a unique identity for a product or business called?

The process of creating a unique identity for a product or business is known as branding. This involves developing specific characteristics that differentiate the product or business from competitors in the marketplace. Branding encompasses various elements, including the name, logo, design, messaging, and overall perception that customers have of the product or business.

Effective branding helps build customer loyalty and trust, as it communicates the values and quality associated with the product or business. It enables consumers to recognize and differentiate between various offerings, making it an essential aspect of a company's strategy.

While marketing encompasses all activities related to promoting, selling, and distributing a product, branding specifically refers to establishing that distinct identity. Advertising is a component of marketing that focuses on promoting a product or brand through various media, but it does not capture the broader process of identity creation. Positioning, on the other hand, refers to how a product or brand is perceived in the minds of consumers in relation to competitors, which is connected to branding but not the same process.