The most common and most likely answer to this crossword clue is the 8 letter word BRANDING
I've seen this crossword clue in Financial Times
B
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More clues leading to the result BRANDING
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The cryptic/wordplay part
In cryptic crossword there's often an wordplay/cryptic part as well.This part involves a more complex hint, such as an anagram, homophone, hidden word, etc.
Sadly, We don't have an explanation for this specific crossword clue yet.
What does BRANDING mean?
BRANDING verb- To burn the flesh with a hot iron, either as a marker (for criminals, slaves etc.) or to cauterise a wound.
- To mark (especially cattle) with a brand as proof of ownership.
- To make an indelible impression on the memory or senses.
- To stigmatize, label (someone).
- To associate a product or service with a trademark or other name and related images.
- The process in which a mark, usually a symbol or ornamental pattern, is burned into the skin of a living person or animal.
- The promotion of a commercial brand of product in order to give it greater public awareness.