To understand the importance of branding, it is prudent to briefly review the history. Branding can be traced back to ranchers who needed to identify their cattle as personal property. Ranchers used a hot metal stick with unique markings to burn their symbol into the cow to deter theft. During the industrial revolution, manufactures used marks and symbols to identify their goods from others. The idea was to create a differentiated association with their product over a similar product.
Branding is the use of names, phases, designs, symbols, or a combination of these to identify itself. It wasn’t until the 1960s when the American Marketing Association came up with the formal definition of branding. And so, it seems, the brand discipline is still in its infancy.
Branding is a fundamental decision in marketing. Casinos need to be very deliberate and intentional of the image created in the minds of the consumer. Strategies should focus on creating associations that connects within the minds and hearts of stakeholders such as associates, players, the community, vendors, and prospects.