A Brand is a set of individual components, such as a name, a design, a set of images, a slogan, a vision, a design, writing style, a particular font or a symbol or any combination of these elements for marketing and communication that help to distinguish a company or products from competitors, aiming to create a lasting impression in the minds of clients.

Simply, the brand name has to create brand identity. For consumers, a brand Identity is a “memory heuristic”; a convenient way to remember preferred product choices.

As markets become increasingly dynamic and fluctuating, branding is a marketing technique to increase customer satisfaction and customer loyalty. A brand is, in essence, a promise to its clients of what they can expect from products and may include emotional as well as functional benefits. Effective branding can result in higher sales of not only one product, but of other products associated with that brand. If a client loves biscuits and trusts the brand, he or she is more likely to try other products offered by the company – such as chocolate-chip cookies.

In order for a company to exude a strong sense of brand identity, it must have an in-depth understanding of its target market, competitors and the surrounding business environment.