Companies formerly had only a product to satisfy the consumer needs. These products were given a name called a brand name. But just as a person who has been christened by the aunty or godmother later acquires certain traits giving him a unique identity and image, brands in course of time get associated with a set of tangible or intangible benefits which flow from the product. Brand strategy decides what a  brand stands for and for whom. Advertising does play a great role in investing a brand with a set of unique characteristics. The other elements of marketing mix also support in this process. To build strong brands, a company must build a relationship between the brand and the consumer. Relationships arise from the customer’s entire brand experience.