Abstract This coursework seeks to demonstrate how branding fits into a company overall business activities, and how its strategic importance has not only remoulded the very concept of brand but also creating brand identity and brand equity. Within the confine of the Urde's Brand Orientation model, the author uses the car brand- Jaguar to elucidate how brand identity is developed. BRANDING Whether we are willing to admit it or not, brands help us define who …showed first 75 words of 3903 total…

…showed last 75 words of 3903 total…from branding?" Retrieved: March 22, 2005, from http://www.wolff-olins.com/tobrandornottobrand.htm White, D. (2005), "Brand Equity". Retrieved: March 22, 2005, from http://www.dssresearch.com Williams, R. (2004), "Secrets to Better Branding". Retrieved: March 25, 2005, from http://www.entrepreneur.com/article/0,4621,316370,00.html Wreden, N. (2004), "Customer Equity & Branding - Do you know your numbers?" Retrieved: March 20, 2005, from http://www.allaboutbranding.com/index.lasso?article=368 Yastrow, S. (2003), "Brand Essence". Retrieved: March 5, 2005, from http://yastrow.com/brandcafe/archive/110801_brand_essence.asp