A brand allows an organization to create meaning and attach values to a standardized
product. It is defined as a name, image, drawing, or mixture of these which sets apart a specific product from others in the market and makes it appear superior. Branding for generation Y is particularly important because generation Y consumers use brands to meet their considerable need for self-expression. Branding products is central for building loyalty in generation Y consumers as it allows the organization to build up a brand image and brand equity which is then assessed by these consumers in order to determine whether the brand is congruent with their sense of self before they will even consider purchase. The branding efforts of the organisation need to develop a favorable brand image and brand equity which will contribute to perceived concurrency between the generation Y consumer and the brand.