According to James Hammond, author of the international best-selling book Branding Your Business, “a brand is the total emotional experience a customer has with your company and its product or service”. He states further that a strong brand increases a company’s sales volume, besides creating awareness and introducing the product or the service that the company is offering. In addition to that it builds a long-lasting customers relationship and loyalty. Companies with powerful brands also enjoy having devoted employees who believe in the brand and are loyal to it. Not to mention that having a powerful brand is worth a huge amount of money which directly translates into the company’s balance sheet – just look at Apple, Google or Facebook as examples.