We argue that the distinctiveness of a brand in the eyes of consumers is not a property of the actual product, but a product of communication of the brand. We note that brand functionality (utility) is not an absolute attribute of a product or service because many products can potentially serve the same function. This leads us to suggest that brand functionality is heavily influenced by brand communication. These arguments indicate the close relation-ship and interdependence of brand orientation and IMC. Two further aspects of brand orientation operationalized in Bridson and Evans's (2004) paper are value adding and symbolic value. Brand orientation seeks to add value to an existing or new product or service to give it a competitive advantage and a reason for customers to choose it. Value is increasingly being created outside the physical product by such factors as inter-actions between the customer and organization, responsiveness to complaints, and customer needs and expectation.