The dictionary defines advertise as ‘to make(something for sale, services offered, etc) known to the public. Advertising can therefore be considered a form of 1 , the ultimate aim of which is to 2 consumers to choose a specific product or service Every company tries to 3 its products from those of the competition, and a key element here is the strategy of branding. A 4 can be defined as ‘the name attached to a product or service, how that name is visually expressed through a 5 and how that name and logo are developed through a company's communications’. However, a brand is much more than just a name. It also represents some intangible aspects of a product since it is how the product or often even the whole 6 is perceived by its 7 . It is a nexus of ideas, feelings, and perceptions about lifestyle and status, 8 and quality. Creating a powerful brand identity is essential if you want to 9 a strong competitive 10 . A successful brand will make customers think of your company first when they think of the particular product category to which the brand is attached.