In this modern business world a company’s brand relies on it’s image. It can be as important as the goods or services it produces. A strong brand image is a powerful asset. A recognised and trusted brand identity makes people confident that the organisation is dependable. This is why successful businesses work hard at building their brands and present them in a clear and consistent way. A brand image usually carries a logo or trademark by which it is recognised. Many shoppers can easily identify a Apple iphone or a Coca-Cola bottle, for example, and it is the brand which is drawing them towards the product.