We've all heard terms like, "name brand" and "branding" or "building your brand". What do you do really well? That's your brand. Is it good enough to rise to the top of the market? That's what makes a name brand.
This Forbes article, written by Jerry Mclaughlin does an excellent job defining the lines of branding and how those lines have evolved with advertising and technology:
In attention to branding, any publicity could be good publicity. The point is to use a strategy that embraces your product's strengths and sets it apart from competitors.