Branding is an important element in business. Without a brand,
customers have to explain to the sellers in detail about the
products that they want, while sellers may be confused or give
the wrong products to the customers. Therefore, it can be
assumed that brand acts as a sign, name or symbol for the
products and services. The main aim of the brand is to identify
the products or services of a seller or groups of sellers and
differentiate an offering of a seller from that of its rivals
(Kotler, 2003). In recent years, brand played a significant part
in the market as the marketers added value to the brand to make
it more preferable compared to other brands in the same market
segment. This is particularly true in the fashion market. For
example, when premium leather handbags are mentioned, most
people will think of Louis Vuitton. When thinking of buying a
scarf, most customers will think of Burberry, or when young
women want to buy new cosmetics, they may think of Christian
Dior. These examples are just one of