An increasingly number of companies see their brand as the platform for running their business. The brand creates an identity for the product and/or company in the marketplace. It requires the company to think deeply about its mission, vision, and values. The company has to work hard at developing the image that it wants customers to have of the offering. The brand must not only convince prospective customers and draw them to the brand but also be deeply believed in by the employees and other stakeholders of the company.