Brands have always been viewed as elements that serve as identifiers of products and the organizations that produce them by various entities and individuals in the study of marketing (Kotler 200, p. 396, American Marketing Association, Wood, 2000). From this point of view, it can be extrapolated that as long as someone manages to make their product identifiable through some added visible indicators, they have created a brand. It is with this idea that Keller (2003) writes: "technically speaking, therefore, every time a marketer creates a new name, logo, or symbol for a new product, he or she has created a brand" (p.3) . This has been the idea for a long time as brands were casually treated as part of the product (Urde, 1999). However, since brands are the first thing a customer is exposed to before using the product, communication strategies have begun to work to expose brands and create brand image. These strategies aimed to show the customer that that particular branded product offered added value to the customer. The change in brand vision is visible in de Chernatony and McDonald's definition of succ (2003)....