On account of the diversity and strategic importance of the field, various models of branding have been developed. One such important model has been designed by Leo Burnett Brand Consultancy as has been represented in Figure 1. It is to be noted that the Brand’s essence has been regarded as the centre-point or the primary thrust area of the entire gamut of branding efforts. This brand essence has been construed to be a function of the coordinated integration of the four major dimensions namely the functions of the product or the service, the source, the corporate personality or the public image of the Company as well as differentiating characteristics from the competitors. The essence of a brand would be powerful and the brand power would be high only when all the dimensions support as well as complement each other in a consistently coordinated manner. The presence of one single weak link in this complete framework is sufficient to create confusion as well as improper communication amongst the consumers’ minds and the company’s intents (Randall Geoffrey, 2001). Brand Management is a discipline that should focus on all these dimensions in a coordinated and integrative manner so as to ensure that there is consistency in the message that is transmitted to the general public.