Purpose: This article deals with the creation of the brand and what kind of value it creates for the owner and the customer.
Methodology: The article describes an insight on how to create strong brands, why many companies that based their success on a product now decide to create a branded product and how a brand adds value to both the owner of the brand as well as the customer.
Findings: The article presents that brands create value for the customers as well as the company or brand owner. Furthermore, the article deals with the creation of strong brands and the underlying factors.
Originality/value: This article helps to advance brand marketing theory as well as offers valuable implications and recommendations for practitioners, brand and marketing managers.