BRANDING A brand is usually taken to mean a product or even an individual that is well recognized, consistent and salable, both in the literal and intangible context. Any brand brings up a plethora of images in the minds of customers or target audiences. Brand building is thus a natural activity for organizations and companies. Companies have to develop a positive brand image in order to reap the benefits, financial and otherwise. Why does a positive brand image help? Positive images always project confidence to target audiences and customers. This increases goodwill among stakeholders, customers and the mass at large.