A brand is something more than a name – it can be one of the most valuable assets a company possesses. In today’s world where brands mean everything, the Shakespearean quote “What’s in a name? That which we call a rose by any other name would smell as sweet “, would mean nothing. This can be proven by the fact that in the early days when Pepsi entered the market the Coca-Cola Company, afraid, changed its name to 'new coke' thinking it would bring new interest and block all chances of Pepsi taking any market share. Instead 'new coke' was decimated as a brand which eventually let to the reverting of the original Coca-Cola name that we all still love. When we buy something we like to think that we know the reason why. We move through the world thinking that we are in control of our actions and the decision to purchase something is no different. We think we bought the new product because it has the best features best price or the best look. But as research from neu...