As mentioned previously in chapter one, brands are able to support the evaluation
process of alternatives for the customer by providing an identity to the offered service or
good by using “the form of words, signs, symbols, or designs” (Miles and Mangold
2004, p.66). The customer has to face the challenge of distinguishing between
competitive offerings (De Chernatony and Riley 1999; Miles and Mangold 2004; Wood
2000). In this connection, Miles and Mangold (2004) mention that “employees too, can
reinforce, strengthen and even create a brand image for their products and
organizations” (p.66), which can further support the customer’s evaluation process.