Branding is actually the reason why someone will use a product, service or go somewhere, etc.
The brand is not what is promoted, but what users recognize as the value.
The brand is when you know the answer to the question – For what is a company or product /service suitable for?
Consider the example of low-cost airline companies.
Originally, the differentiation was in the low-cost and mainstream airlines, because low costs like Ryan Air differed from standard companies.
Now, low-cost companies each of them, emphasising something which is different from the others, so Ryan Air underlines its size, or the largest number of lines.
The company's bigger, has more attributes inherent to its brand.
So you can say that its brand has several components, and also hear the terms - the world-famous brand, multinational company etc. though there are examples and like a local company, if it wants to emphasize attractiveness and attract a market segment
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