Marketing and branding are strategies aimed at encouraging the sale of a product or recognition of a brand to promote the values and identity of the product and the organization. Keeping customers as the focus of its activities, marketing aims at anticipating and fulfilling customer requirements by applying principles of human psychology, sociology and economics. This book aims to present the theories and concepts related to the fields of marketing and branding in a comprehensive manner. The various advancements in the techniques and methods of marketing as well as their applications are presented herein