Brands have always been considered as elements that act as identifiers of products and the organizations that produce them by various organizations and individuals in marketing study (Kotler 200, p. 396, American Marketing Association, Wood, 2000). From this perspective, one can extrapolate that as long as someone can make their product identifiable via some additional visible indicators, they have created a brand. It is according to this idea that Keller (2003) writes: “technically speaking, every time a marketer creates a new name, a new logo, or a new symbol for a new product, he is creating a brand” (p. 3). This has been an idea for a long time, as brands were treated casually as part of the product (Urde, 1999). However, as brands are the first thing a customer is exposed to before using the product, communication strategies began to focus on exposing brands and creating brand image. These strategies aimed to show the customer that the particular branded product provided added value to the customer. The change in brand perspective is visible in Chernatony and McDonald's (2003) definition of success....