These associations are usually intentional and are a result of marketing with the goal of creating a recognizable identity. However they are occasionally out of the companies control. Such as the negative associations people would attribute to a company after a poor press review or failed product.
Coca-cola is an excellent example of branding done right. So much so that the branding has eclipsed the product itself. More people will likely be able to recognize the iconic red and white logo used in marketing than would be able to recognize the taste of the product itself.
To illustrate the idea, let’s take what is arguably the best-known product – or brand – in the world: Coca-Cola. This idea can be summed up with a quote from a coca-cola executive.
"If Coca-Cola were to lose all of its production-related assets in a disaster, the company would survive. By contrast, if all consumers were to have a sudden lapse of memory and forget everything related to Coca-Cola, the company would go out of business."
As a brand is the set of associations a company leaves in peoples minds, branding is the attempt to influence and control those associations so that the business performs better. Through branding you can make your company seem distinctive, trustworthy, reliable and any other attributes you feel would benefit your company in the long run. Complete control over your branding is impossible due to outside influences however clever use of design, marketing and other such factors will always help to create the desired effect that your branding aims to achieve.
Due to differing target markets and consumer needs, different industry sectors will require different approaches to branding but the basic approach of being clear for what you stand for and being skilled in your field always applies.
info taken from - http://www.designcouncil.org.uk/news-opinion/power-branding
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