verbs - Difference between Brand (noun) and Branding (gerund?)


I am writing for marketing client. Goal is to clearly define difference between the two terms. A BRAND (noun) is the collective set of perceptions existing about a company in the larger world. BRANDING is the actions a company takes to influence those perceptions. Is Branding simply a gerund in this case? That seems less, uh, active than the situation requires.




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