Branding has become one of the latest buzzwords, and there are a number of brand developers out there who purport to offer businesses mystical solutions to building their brand. There's a lot of confusion and misinformation about the benefits of building a brand - why you build one, why you shouldn't, what a brand actually is and does. Today I'll explain to you how Cato Purnell Partners defines a brand, and the benefits of branding your product.