There are several ways of interpreting brands and oftentimes these are abstract in nature. However, when most people hear a brand name, they automatically tend to imbue the associated products with concrete meanings attained from very personal worldviews. In other words, the “hard” product, packaging, data, promotions, salespeople and the like are interpreted through the senses (i.e. sight, hearing) and then integrated into a cohesive soft image. The intellectual asset behind a brand is as important to a business as its physical asset. Nevertheless, the two cannot be considered a singular unit as the role of management is to carefully utilize resources and add value to the organization by the astute execution of strategy. In order to establish “tangible” brands, the product concept and the marketing communications must be consistent. Hence, the story surrounding the product should paint a vivid picture depicting this relationship. At ASPIRE Intelligence, the aim is to provide clients with excellent strategic brand management resources. Based on the selected growth basis, we help clients gain desired market share, make better investment choices, and devise global strategies that takes into account the clients individuality.