Business students have many areas they can specialize in, and branding is one that falls under the broader discipline of marketing. The study area uses advertising, design, strategic development and other concepts to create a brand that is accepted positively by consumers.

Requirements for the PhD program often involve the student having already obtained a Master’s degree. Additionally, a thesis or dissertation primarily consisting of original academic research must be submitted. In some countries, this work may even need to be defended in front of a panel.