A brand is the beating heart of a successful corporation. A thriving trademark dominates its industry, becoming a product paragon. To achieve such a remarkable level of success, a brand must possess market, position and equity strength.
A brand name summons customers to participate in a communal emotional experience. It conveys company personality and product capability. BrandWerks Group (2007) defines a brand as “A distinguishing identity and promise which benefits the customer which continually innovates and evolves.” Customers must feel invited to share in a positive and budding experience.