The sales branch of a company will say," Nothing happens until somebody sells something," but this is much more difficult if the company does not have strong brand recognition. A brand creates a perception or feeling in the customer's mind about quality, image, lifestyle and even status. When a customer hears Nike, Gucci or Mercedes they have formulated an idea of the quality of this product based on their knowledge of the brand. Do you feel these brands represent superior quality and performance and are worth the price? If not, why not?