Definition of "branding" []

• Process in which a mark, usually a symbol or ornamental pattern, is burned into the skin of a living person or animal (noun)
• Present participle of brand. (verb)

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• "I admit that the term branding suggests something other than what happened, my first image was of some sort of cross shaped device that burned the image into the skin."
• "When using the term branding, I prefer to think about it as identity and behaviour."
• "I wouldn't look to her for thoughtful looks at the small problems facing patients double-billed by hospitals, giant corporations, in fact, who often charge $150 facility (or in some cases, emergency room) fees in addition to outrageous doctor fees just because a physician chooses to practice inside a hospital-owned professional building a few blocks from the actual hospital building -- what I call the branding-inspired Mayo Clinic model."