(Lombard 2007) states in his paper that branding is not a new idea and has been used which later by the
passage of time evolved to symbolize the mark itself from the act of marking something with fire. In
contrast to modern times, Karadeniz (2010) states that, a brand does not reflect the firm’s name, logo,
color, packaging or etc. but rather it reflects the quality of the firm’s product. Farhana (2012) mentions
that our daily life is surrounded by the word brand and is a very essential part from the starting of our
day by a branded toothpaste and finish it using branded durable and non-durable goods and services. If
give a thought, we are totally surrounded with brands in all moments in our life, from our basic to higher
level needs.
According to Lombard (2007) consumers are required to organize their knowledge about products which
help them clarify their decision making and give value to the organization. Webster & Keller (2004)
mentioned that a brand can be taken as a psychological phenomenon, while previously a brand was just
recognized by a name symbol or logo, which differentiates one’s services from other competitors
through personal experiences, commercial communications and other means. Additionally the power of
brands resides inside the consumer’s mind, perception, thought, feeling, belief, attitude and behavior. In
contrast, Koller (2003) cited by Lombard (2007) states that it is necessary to teach the consumers about
the product using the brand elements so that they can identify and distinguish them easily in the
market, as he further added that branding involves the process of creating mental structures that help
consumers to organize their knowledge about the brand in a way that help them take best decisions.