Mark; - the brand is known as being unique in terms of the products or services provided by the company. Brand is also a set of ideas or images that represent the seller. Brand defines the symbol, name, term or characteristic of the company's service or products. Apple, Amazon and Samsung are examples of popular brands. Regarding the chosen case study, the Holland and Barrett brand name and design identify their quality products and services compared to those of other sellers. Holland and Barrett stores have a natural, healthy appearance that makes them easy to recognize. H&B's promise is to provide healthy food at the best value. (Hollande and Barret.2012) Brand image; - Branding is the process of creating a name, image or logo for the product in the minds of consumers through an advertising theme. In H&B, the brand gives customers the opportunity to recognize them through their company name, design and healthy products. The advantage of branding in H&B is that customers are likely to remember their products, their strong images and the colorful color of the store to recognize them. Another benefit of branding for H&B is that it provides a practical support for reputation and goodwill. Loyalty when customers have experience with the brand and customers are likely to purchase their products again. Brand equity 1.1.1. Definition; - “Brand equity is the added value brought to products and services. This can be reflected in the way the consumer thinks, feels and acts about the brand, as well as the brand's price, market share and profitability. » (Kolter and Keller. 2012, p265) according to the case study. from Holland and Barrett, brand equity refers to high brand value, a brand with high value equity means, H&B has the ability to create a kind of positive...... middle of paper. ..... might require an exhibition cost. Holland and Barrett currently uses corporate branding because it presents each product with the same brand name and to have the same level of quality. Co-Branding; - co-branding is when two companies together, another word, two brands become a partnership of goods and services. .(Investopedia.come.2013) The advantages of co-branding companies are to increase sales and cash flow, expand customer base and join advertising. Potential downsides are disagreements over decision-making, which could disappear if the two products have different market and customer trust issues. Co-branding would not work for Holland and Barrette as it could create confusion as they have huge customers and are familiar with the brand. The risk of co-branding is the loss of control; losing customers because a single ad may not cover the entire category.