To succeed in branding one must understand the needs and wants of the customers and prospects. Do this by integrating the brand strategies through the company at every point of public contact. The brand resides within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions, some of which can influence, and some that cannot. Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase a product's perceived value to the customer. Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with future purchases of the same product. This may increase sales by making a comparison with competing products more favorable. It may also enable the manufacturer to charge more for the product. The value of the brand is the amount of profit it generates. For the most effective branding, a memorable name, a ubiquitous slogan with an instantly recognizable and unique logo. A logo is the graphic or design by which the firm or product will come to be imagined by the customer. As in other elements of branding, simplicity can often be the best strategy. The logo can be as straightforward as a simple geometric shape or, potentially, an elaborate design of a simple idea. Branding provides marketing and brand consulting that help organizations quickly identify opportunities, develop successful products, new markets, and increase customer value. With the basic elements of the branding strategy in place, should begin to extend the branding across the marketplace. This is important because much of the strategy's effectiveness lies in its consistency. Once basic elements of the branding are ready, the next step is target of the initial branding campaign.