Almost every business has a trading name, from the smallest market trader to the largest multinational corporation which is used to distinguish the company's themselves and their products.
Brand is a distinctive symbol or name created with the intention to identify and recognize the goods or services of one seller or a particular group of sellers. Another purpose is to differentiate such goods or services from its competitors. As such a brand signals to its customers the specific source of product and attempts to protect both the producer and customer from competitors who ultimately endeavour to provide products that seems to be identical. (Kotler, P and Armstrong, 1996).
