... not among the top most important factors affecting their buying behavior. Furthermore, buying this kind of products requires high involvement. That is the reason why consumers want to buy the ... 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...