The possibility to create a customized product line arises from every company’s need to be unique and recognizable, through the symbolic use of all kind of information concerning a product or a service.
A brand generally features a name, a trademark and other visual elements such as images or symbols, and represents the total of the expectations related to either a product or a service that customers have on their mind: from the personnel in the company, to the suppliers and distributors, sales and assistance staff, up to the final customer itself.
