Mandell and Rosenbery (1981) defined brand as the name, sign or design (or combination of the three) that identifies a particular product or product line and distinguishes it from its competitors.  It is also a name, term, symbol or design or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. A brand is thus a product or service that adds dimension and differentiate it in some way from other products or service designed to satisfy the same need. These differences may be functional, rational on tangible related to product performance of the brand (Anyanwu, 2000).

A powerful brand name has consumed franchise that is, it commands strong consumer loyalty. This means that a sufficient number of customers demand these brand and refuse substitutes even if the substitutes are offered at lower prices. Companies that develop brands with strong consumer franchise are insulated from competitions promotional; strategies. Thus, it is necessary for a supplier to invest heavily in order to create strong global recognition and preference for its brand name.

Also, the increased competitive nature of the market makes it obvious that the most possible means of achieving quick sales response is to embark on product branding.

The external factors consist of rate of product proliferation with associated problem of maintaining brand loyalty, poor economic condition has promoted consumers to seek for price reductions and decrease in advertising efficiency due to media-clutta and government regulations.