When launching a new product questions of relevance are- are who is being targeted, what is the product for Positioning- its distinctive advantage and competitive area, and finally what promises and benefits can be consumer except? Another important Question when creating a brand is- is who is the brand? Hence, one must first know who is speaking, why the brand exists, what are its values, goals, etc. When analysing powerful brands it is shown that they have physique ok- know how, and it an essential product to which they are not entirely restricted. For the more they have a culture( system of values) and a certain type of relationship, consumer’s reflection, and self image.