... with one brand name, the more the customer will trust the brand name. The brand name is used to make the customer secure with products/service. The geographical implications on the brand i.e. if the brand name is well established in particular areas. Literature Review/Theoretical underpinning: The Literature that used to complete this research proposal was obtained from the resource centre in the University of Luton, I used a variety of sources, which included textbooks, journals and the Internet played a vital tool in obtaining the research. The literature reviews is as follows: Textbooks: Brand power (edited by Paul Stobart, Interbrand group PLC, 1994) Brands: the new wealth creators (edited by Susanna Hart & John Murphy, 1998) Building Brands Directly (edited by Stewart Pearson, 1996) Journals: 'Fashion Involvement, self Monitoring and the Meaning of Brands' BBC News. 'Cheap Jeans Better Than Designer Denim' The case for brands (Economist) 9/8/2001, vol.360 issue 8238 Besides, brands are important to brand owners, brands are ...

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