Wace Burgess

A brand is what can either attract people to you or make people avoid you; people would identify you by the brand you portray. One can communicate their brand through actions and words. “It is essential to understand that wherever we are, in whatever we do, we are all building our brand”.

A brand is a name, term, design, symbol, or any other feature that identifies one seller 's good or service

While a brand name can merely signify the product was the first on the act or is backed by millions in posters, brand names can also be a true indication of quality. When it comes to something like purchasing , a brand can often be a good indication of the quality of the Product . The brand name of a good item can often help the customer to judge the quality of that good.

“A SWOT Analysis is the most used tool for audit and analysis of the overall strategic position of the business and its environment. Its principal purpose is to identify the strategies that will create a firm-specific business model. The plan aligns the organization’s resources and capabilities to the requirements of the environment in which the firm operates. The analysis is to evaluate any potential and limitations and the probable/likely opportunities and threats from the external environment. The results provide the positive and negative factors inside and outside the firm that affect the success.” A SWOT analysis is conducted to determine the strengths, weaknesses, opportunities, and potential threats to the organization. ("SWOT

According to Holt (2004), a brand can be defined as a term, name or a design that distinguishes product or service of one manufacturer from others. Brands are normally utilized in advertising, business and marketing. In accounting terms, brand is an intangible asset which is present within every organization. It is most valuable asset that is outlined in the balance sheet of a company. Brands owners need to effectively manage their brands in order to enhance shareholder value. Brand valuation is an important technique that associates money with a brand. Effective branding often results into high sales volumes of a particular product. A customer who prefers a brand is more likely to choose other products which are offered by the same brand. Brand can be stated as a personality that facilitates identification of a company, product or service. It even encompasses relation with other constituents like customers, partners, investors, staff, etc. Individuals distinguish psychological aspect of a brand from experimental

Manras (Brand and its Importance, 2011) defines brand as a sign, symbol, name, term or design or a mixture of them, which is designed to recognize the goods and services of one seller or group of sellers and to differentiate them from the competitors. Do not stop at tangible aspects, a brand also implies emotional one, such as personality, value, attitude and a story behind the brand.

SWOT analysis is a tool used to help organization leaders and managers summarize the organization’s

Incorporated in 2001, Worldwide Paper Company (WPC) is a corporation which is always focus on providing finest paper products to its clients and stakeholders. Headquartered in UAE, WPC’s most sales are distributed from the regions of Middle East, Asia, Africa and Levant. As a global company nowadays, the area of operation of WPC includes paper trading-commodity and conventional grads, indenting and custom order-commodity and conventional grades, merchanting and stock and sale, art paper& board-matt and gloss, food board and folding box board, LWC, wood-free, uncoated and coated fine papers and boards, recycles, FSC, carbon neutral and eco-friendly papers, and technical papers.

In the theory, it defines a brand as a name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate the offering from those of other competitors. Simply put, branding is one of the most important aspects of any business, large or small, retail or B2B, which is the promise to customers and tells them what they can expect from the products and services. (Lake, 2015) (Williams, 2014) Consistent, strategic branding leads to a strong brand equity, which means the added value brought to your company's products or services that allows you to charge more for your brand.

According to the American Marketing Association (AMA), a brand is a “name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition”. However, as Keller highlights, a brand is also “something that has actually created a certain amount of awareness, reputation, prominence, and so on in the marketplace”. Therefore, a brand is an identity created to differentiate itself from the competitors and to be remembered in consumer’s mind.

Since an increasing number of people focus on brand names instead of product, brands become important elements for customers to choose products (Carroll, 2008). When customers trust the brand, the benefits for the manufactures are generated. In the first place, brands can be used by products as the tool to identify and differentiate themselves from various products. Secondly, brands are helpful for companies to build a competitive advantage (Bick, 2009). Therefore, organisations take more attention to branding.

SWOT analysis is a tool for auditing an organization and its environment. It is the first stage of planning and helps marketers to focus on key issues. It has to be a continuous rather than a need based exercise.

Worldcom (stock symbol: WCOM), formerly MCI, Worldcom and MCIWorldcom, is one of the world's most well known companies because it's global objective has been part of the company's strategy since day one. Worldcom does not produce an actual physical product, but Worldcom does incorporate physical

• M&S is always located in a busy high street due to many shoppers (Study Mode, 2014).

The SWOT analysis is a comprehensive and critical overview of the operations, procedures rules and regulations, services, and other related activities, the analysis include the analysis of HBL tehsil gate branches in the light if the entire branch and bank specific variables which directly or indirectly affect the operations of the branch. The tool selected for the analysis of organization is SWOT analysis.