A brand delivers value to the consumers and also the company. A product can be evaluated in three ways. The first one is one by observing physical qualities before purchase. For example when you are going to buy socks from Sainsbury, you have many options available, in such cases the branding will be quite weak because the purchase decision will be made on the basis of product quality perceived by observing it before the purchase. The second one is the quality experienced after purchase. A test drive of a car before purchase is an example of such cases. The third way of evaluating the products is when the consumer has to rely on faith. For example while buying Rolex, a consumer has no clue about the product quality but due to strong branding he is willing to pay a large sum of money.