Prestige International Journal of Information Technology and Management
The easiest and most fruitful way to think of a brand is as an image that the audience remembers. This means that successful branding of a service or product is a matter of creating an image that is positive, relevant, and memorable. In today's market, consumers tend to view a brand's image as an integral part of the product or service they are purchasing. They are not only buying the actual product or service, but the status, prestige and perceived benefits associated with the organization that is doing the selling - intangible qualities that differentiate the item of choice from all other similar offerings in the marketplace.