'branding' 17:11 Feb 10, 2009
I would be the first to advocate the sue of a 'proper' FR term, insetad of resorting to the 'cop-out' of using the EN word here; however, it has to be said that the EN word (like so many other buzzwords in the marketing world) is very widely used in FR texts — perhaps for reasons of that very 'cachet' that is often seen to be attached to foreign words.
What concerns me most here is that none of my native French-speaking colleagues (naturally enough eager to stick up for their mother tongue!) has yet come up with a translation suggestion that in my view successfully encompasses all that the very special term 'branding' implies. It is so much more than merely marketing or promotion — it is the whole concept of establishing a 'brand identity' for a 'product', making people perceive something as abstract as the notion of 'the Bundesliga' as if it were a branded commodity like Nike trainers or something. | 
