"Prepare a literature review on the importance of branding and brand communications in the positioning of a product category of your choice. Your discussion should focus on one product category, examples of which include, but are not limited to: breakfast cereals, motor vehicles, magazines, clothes and toiletries".
             As Keller (2003) stated that "Branding has been around for centuries as a means to distinguish the goods of one producer from those of another. In fact, the word 'brand' is derived from the Old Norse word Brandr, which means "to burn" as brands were and still are the means by which owners of livestock mark their animals to identify them." At the current time, Brand or branding can be defined as a name generally assigned to a product or service or a group of complementary product while a corporate image covers every aspect of the company (Clow &Baack, 2004).
             Furthermore, according to the American Marketing Association (AMA), a brand is a "name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition (AMA website , 2004). As well as Kotler (1997) stated that brand can be a name, trademark, logo or other symbol. Under trademark law, the seller is granted exclusive rights to the use of the brand mane in perpetuity. Thus brands differ from other assets such as patens and copyrights. As with a well-know corporate image, an effective brand mane allows a company to change more for its product which in turn increase gross margins. As this result, every company and every marketer try to create a new name, logo or symbol for their product because of strong brands can provide customers with assurances of quality and reduction of search time in the purchasing process.
             Additionally, in the term of brand communication, it can be defined as a
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