Brand is the management of consumers’ expectation innovatively. When a PROMISE distinctly position in the consumers mind, we call it is a BRAND. If a company likes to manage the expectation of the consumers, it has to know its customers from the very depth of the heart. Only then it will be possible to connect the brand with human minds where it will be born and will live in. The words sound so simple, but the real tasks don’t. It requires a lot extensive consumer research to proceed on. In this write up, I will be trying to give a glimpse of the steps required in developing a Brand. A brand is a ‘Brand, it will be certified by the consumers not by the marketer. Hence, the work starts with the in depth analysis of consumer mind. ‘Why do the consumers consume the product?’ In the very beginning this is the most vital question to be answered by the marketer. In branding this is called ‘consumer insight’, the very basement of preparing ‘Brand Architecture’ which is the first step of the w