Branding
Having a Brand name in the product-line can make the difference between survival and death for a company. Companies have been known to use Branding for more than a century. In the beginning mainly to secure the name, but over time the concept has been extended to touch almost every aspect of a product – from design to promotion. The objective of this paper is to give a picture of the effect branding has on the consumers process of evaluation and choice of a specific brand – in this case four different brands of cola.