What is branding in the first place? Basic knowledge to continue to be expected by customers

He said, "I want to entrust the branding of a new mackerel can with my luck," but I don't know where to start. It seems that "Practical course on product branding that always leads to results" [Ryusuke Murao, Nippon Jitsugyo Publishing] was written because he wanted to be a supporter in such a case. .

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