1. 1. Branding is basically a way of getting the public to know about a product, a company, a personality, etc. Branding isn't necessarily interested in getting Mr. Jones or Mrs. Horowitz to go out and buy the product right away. Branding isn't necessarily concerned about getting Mr. Smith or Mr. Schulz to sign up for the business right away. Branding isn't necessarily focused on getting Mr. Allen or Mrs. Polanski interested in a certain movie star away. What, then, is branding concerned with? It's simple - branding just wants to get the idea, name, business, brand, or product "out there." Branding wants to simply introduce the idea, name, business, brand, or product to the public at large - and, most importantly, branding wants to keep the idea, name business, brand, or product in the public eye as long as possible - hopefully permanently.
2. Oftentimes the philosophy behind branding is - "no publicity is bad publicity; we just want to get our name out there as often as possible and in as many venues as possible; we want our name on every sign, billboard, in every commercial, movie, we want it everywhere, in all places, we want everyone to know about it, everyone, everyone." Others disagree with this philosophy, finding it too broad and crude to suit their purposes. Their attitude is - "we want the public to react to our idea or name in a specific way; we don't want to merely splash our idea and name all over the place; we want to carefully target where we put our idea or name, and so have more control over how it is received."
3. Take Coca Cola, for example. Coca Cola is known all over the world. Coca Cola is one of the supreme example of effective branding in our day. It can serve as a sort of ideal case of branding, the best case of branding. You'll find its name in every town, city, and state. You'll find its name in every country. You'll find its name on cups, mugs, plates, spoons, knives, straws, shirts, hats, bumper stickers, toys, bracelets, cars, etc. etc. You'll find its name everywhere. Its name won't necessarily be right in your face saying "buy me, buy me" - but it'll be in your face nevertheless. This is the idea behind branding. Branding wants to make a product cozy and safe and familiar. Branding wants people to know what it is and what it stands for on sight.
4. Effective branding campaigns usually focus on simplicity, directness, friendliness, and good humor. Branding campaigns want their names to become a household word and item. Therefore, branding campaigns try to appear as if they're there for everyone's benefit and profit. Branding campaigns are usually colorful and exciting. Branding campaigns try to be unique and interesting. Branding campaigns want their brand to appear both familiar and absolutely new. They want to appear as the hottest thing going but also as a trusted, tested product that everyone knows and loves. The art of branding is key to good public relations, book marketing, and advertising.

For more information on branding and on other advertising techniques and marketing campaigns, please visit the following websites and see what they have to offer.

http://101publicrelations.com/sr4.html
http://101publicrelations.com/pitchletter.html