... increasingly concerned non-tangible factors rather than tangible factors. Therefore, branding has become a highly skilled and specialized discipline. It concerns with managing and maintaining ... maintaining.According to Kotler (2000), a brand can convey up to six levels of meaning. There are attributes, benefits, values, culture, personality and users. The challenge in branding is to ... competitors.”According to Hankinson and Cowking (1996), a brand is a simply a product or service which can be distinguished from its competitors. The distinctiveness reflects a brand’s positioning...