2002). It cannot be forgotten that the associations created with the product are services that always play a role in defining the brand identity as they play a role in the choice of the brand in the mind of the consumer. It is important to note that a brand can be associated with the product or services offered and can be related to the point of purchase and functional or emotional benefit, which will be discussed later in the study. The consumer tends to connect the product or service with the brand identity, for example when you think of BP you think of a petrol station. It is the brand strategist's job to ensure that when considering a brand from a product perspective, the main elements considered are product scope - referring to associations with product class, product-related attributes, quality and value, uses and use occasions and users (Aaker et al.