To fims, brand represent enormously valuable pieces of legal property that can influence consumer behavior,be bought and sold, and provide their owner the security of sustained future revenues.18 Companies have paid dearly for brand in mergers or acquisitions, often juistifying the price premium on the basis of the extra profits expected and the difficulty and expense of creating similar brand from scratch.19 Wall Street believes strong brands result in better earnings and profit performance for firms, which, in turn, create greater value for shareholders