There is a lot of confusion around branding. There are multiple definitions flying around, so what exactly is it? Decades ago, branding was defined as a name, a slogan, sign or symbol, or a combination of these elements that identified the products or services of a company. The brand was recognised by these elements that differentiated the goods and/or services from the competition. At Events4Trade we see things a bit more complex in today's fast-moving and competitive world.