Since the idea of branding came into existence and settled in practice, some brands such as Nike, Coca Cola, Nivea, Amazon, etc., have been ruling the marketplace as successful ones. They were novice and had started as ordinary names with some innovative products or services at some point of time. With the efforts required for growing in the contemporary market, these brands became leading, exemplary, and powerful.

In this chapter, we see what makes a brand successful over a long frame of time and how to asses brand performance.