A brand is a identity created by a company to create awareness about their presence among the customers.
Some properties a brand should possess are name, association, attributes, personality, voice and experience. A brand is a result of branding process.
Now let us see what brand building is.
Brand building is a process of converting a generic product into something that that has a unique identity and stands out before the competitors.
Brand building is a long term process and it aims at building product image which has its own value, is consistent across all media and meets the needs of target market.