A brand is an image or a perception to a product, service or a company which exists in the minds of the consumers and the customers. It is present to satisfy the demands and the needs of the consumers and customers as voiced by them. A brand corresponds to the needs of the customers, with the brand image depicting the specific needs being met by the brand.
“Brand is the proprietary visual, emotional, rational, and cultural image that you associate with a company or a product. When you think Volvo, you might think safety. When you think Nike, you might think of Michael Jordan or “Just Do It.” When you think IBM, you might think “Big Blue.” The fact that you remember the brand name and have positive associations with that brand makes your product selection easier and enhances the value and satisfaction you get from the product.”, (‘What is Branding’, 2004)
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