The company name, symbols, slogans and their underlying associations are a primary source of competitive advantage and future earnings. This brand equity contributes to the bottom line in many ways – from attracting customers and investors to how successfully a company can weather a crisis. The perceived quality of value offered to prospective clients with name awareness and proprietary resources such as patents, trademarks and channel relationships will assist in the successful development of strong and consistent images to offer companies distinct advantages in the marketplace. However, branding requires extensive strategic planning and effort to build an excellent reputation of quality. With the advent of the Internet and e-commerce, there are new considerations. There’s a fine line between exposure and over-exposure and to launch a global campaign is far from developing a domestic one.