What makes a consumer make a beeline towards a particular product in a store is consumer loyalty to that brand. While brand management is all about assimilating tangible elements, price, its looks and what gives it an edge among all other products claiming equal status, and the intangibles, a relationship between the brand and the consumer that cannot be replicated by another brand, with a hint of promise. A promise, to be what the target group needs, and to deliver on that promise. This challenge is what a brand manager takes up. We don’t just establish and maintain brands; we establish bonds between the brand and the people. This is what makes consumers come back to the same brand again and again.