So, I do think that branding is advertising more than the client's experience. This is not to say that the client's experience is not part of the 'marketing'. This is an interesting topic. From my experience, branding is what occurs at every touch-point with a customer or prospective customer. Marketing is the act of creating, disseminating, and monitoring the success of messages that will hopefully create a customer touch-point.
Coke brands itself through television, retail stores, vending machines, billboards, the Web, etc.
Their marketing department likely has a hand in creating the messages for the various channels. Now, in the case of an online business, the customer experience is a large component of the brand. Unlike a book, however, people interact with a Web site. So, I do think that branding is advertising more than clients experience. I believe that you can control all marketing efforts, but you can't control the branding ones entirely.