If you say any word enough times over and
over again, it stops sounding like a word. That is what has
happened to the word "Brand". It has been used so much to define
so many different things that it has lost its definition along
we speak of brand in an entirely different way. It is the link
between business objectives and the actions to fulfill those
objectives. Above all else,
provides its clients with the direction.
The brand is the central point around which
all business decisions are made. It provides the direction of
corporate strategy, dictates the development of products or
services, sets the sales and marketing strategy and builds the
internal culture of the company. Mainly, the brand makes all of
the different areas of a company function as one single organic
unite and guides the business in the right direction.