A brand is a name, term, sign, symbol, graphic design or a combination of those, that is identified as a manufacturer good, and create a segregation (differentiation) between the company and its competitors.
The brand essence is a promise of the supplier to supply, constantly, a group of characters, benefits, values and services to his customers ( Kotler & Hornik, 2000).
To the manufacturer, brand is the base for creating a competitive advantage, a method of identification of ones firm, a promise for getting full value for money, and refunds.
For customers, a brand holds a promise for: authenticity, reliability, warranty and guarantee, a connection to the manufacturer, low search cost and low endangerment. A brand is the consumer’s aspiration to a significant experience the discussed product holds for him. (Rich, 2001).