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It is not just an advertising program. It is a company-wide effort that unifies everyone's energies, toward the same common objective.” (Fessler, 2006, pg. 1) Zyman defines a brand as "essentially a container for a customer's complete experience with the product and the company simplifies the buying process by differentiating a product on something besides price, is the bundle of functional and emotional benefits, attributes, usage experiences, icons, and symbols that in total comprises the meaning of a product or service, a company's most valuable asset, and branding is the conscious strategy and action of turning a product or service offering into a brand...
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