How can I write the sentences about Branding Theory and Branding Strategy according to journal article ??

For example,

In order to ensure successful business, it is significant for both start-up and large organizations to leverage branding due to it crucially plays as an intangible asset in business (Keller & Lehmann, 2006).

According to a number of academic journal references, it finds branding as a 'top management priority' which indicates business development to raise brand recognition, general reputation and reinforce customer loyalty (Aaker, 1996 as cited in Mudambi, 2002).

Branding captures the opportunity to demonstrate what business is for, their achievement goal, brand idea and also to convey the reason why customers should decide one brand over another one (Wheeler, 2012).

This further relates to consumers' form of emotional connection, minimizing risks, consumers' trust and also providing an easier choice of products.

Mudambi (2002) suggested that, to attract and retain customers with strong relationship, consumers must perceive emotional, functional and self-expressive benefits from the brand.

Implementation of a creative brand strategy is an essential component for the process of building or developing a valuable brand to customers (Keller, 2012).

It is significant for the brand to create their loyalty and trust from their customers by clearly indicating them the meaning of their promises towards target market, stakeholders and contractors (Wu & Wang, 2014). Wheeler (2012) mentioned that consumers and stakeholders distinguish business based on their identity, therefore a clear brand identity is one of the key factors that leads to successful business.

Consumers draw an image of the brand referring to what they "remember with respect to that brand" (Nandan, 2004), and also the brands can be specifically distinguished by the differences in brands' visible representation such as: color, design and logo.