Branding is so much more than just slapping a logo onto a product.  Branding is the corporate image!

The fundamental idea and core concept behind having a "corporate image" is that everything a company does, everything it owns and everything it produces should reflect the values and aims of the business as a whole.

It is the consistency of this core idea that makes up the company, driving it, showing what it stands for, what it believes in and why they exist.  It's not purely their colors, some typfaces, a logo design and a slogan!

Developing a product and service as a cohesive group is paramount in effective branding.  Consider Apple and their unmatched success in combining user experience with product innovation and vast resources library.  Apple is a master in branding, they combined all elements into one package, when you see their logo or hear their name - you immediately have a cognitive picture of the company's corporate image.