In this paper I investigated whether a brand is still a strong persuader before investing your trust into a company. As a result of the recent financial decline, some companies have suffered and have been exposed through many forms of media. In this forever developing digital era is it possible to keep an original promise? to restore an old memory? to recreate a positive experience? or is the consumer now in control of the lifestyle that the brand has to now fit into?



As Wally Olins (2008, p.8) says, ‘A brand is simply an organisation, or a product, or a service with a personality. So why all the fuss?’