Its brand and image have always been a core interest of a market-oriented company. It is important to define and maintain a company's competitive advantages in order to achieve superior results. It has become more and more difficult for companies to position their brands and to defend this positioning on the long run. A company must decide on the effective use of its resources to build up a strong brand. The brand name definitely is the core of a brand and shall create brand consciousness and brand loyalty. This applies especially for service companies where brands symbolise quality and...