Marketing and Brand Management A brand is a name that is typically designated to a particular product or service, which allows its unique and independent existence. Ideally, consumers gain satisfaction while interacting with a brand’s products or services, which attract a sense of loyalty. Branding not only fosters expression for the external stakeholders but also yields a robust internal business environment. According to Campbell (2003, p. 378), employees gain motivation to put extra effort aimed at ensuring the success of an organisation based on the firm’s operational efficiency and achievements. [Show Less]