“Mass advertising can help build brands, but authenticity is what makes them last. If people believe they share values with a company, they will stay loyal to the brand.” The wise words of Howard Schultz in his famous book “Pour Your Heart into It: How Starbucks Built a Company One Cup at a Time.”

It takes something as simple as a distinctive appearance and a simple set of characteristics that build a brand. It’s not a heavy advertising budget but a staunch set of rules and ethics that build value around the product, which can be termed as Branding. It’s what the brand stands for, believes in and invests in for its life time.