1 what is BRAND?

A brand is a label/logo attached to a product(s) or service(s) which gives the purchaser the confidence to
purchase that product or service with the expectation of a given level of quality and service. This
confidence may be based on past experience of the purchaser or other influencers with endorsements,
brand ambassadors, etc. If satisfied the consumer becomes loyal to the brand(s) and continues
purchasing products of that brand in the long term. That loyalty can be because of quality, service, and
'snob' appeal.

This enables the product or service to differentiate from other competitive brands and non-branded
products and leads to growth of that product/service at different levels depending on that company's
ambition. Can be local, regional, national and global.