A brand is a product, service, or concept that is publicly distinguished from other products, services, or concepts so that it can be easily communicated and usually marketed. A brand name is the name of the distinctive product, service, or concept. Branding is the process of creating and disseminating the brand name. Branding can be applied to the entire corporate identity as well as to individual product and service names. In web and other media advertising, it is recognised that there is usually some kind of branding value whether or not an immediate, direct response can be measured from an ad or campaign. Companies like Proctor & Gamble have made a science out of creating and evaluating the success of their brand name products.