arks , ▁computer ▁software ▁and ▁special ist ▁know - how , ▁are ▁now ▁at ▁the ▁heart ▁of ▁the ▁int ang ible ▁value ▁invest ors ▁place ▁on ▁companies .” ▁Comp an ies ▁in ▁the ▁ 2 1 st ▁century ▁may ▁find ▁it ▁necessary ▁to ▁re look ▁their ▁brand ▁in ▁terms ▁of ▁its ▁relev ance ▁to ▁consum ers ▁and ▁the ▁changing ▁market place . ▁Success ful ▁re brand ing ▁projects ▁can ▁yield ▁a ▁brand ▁better ▁off ▁than ▁before . ▁ ▁Due ▁to ▁the ▁trem end ous ▁impact ▁that ▁ren aming ▁and ▁re brand ing ▁a ▁company ▁can ▁have , ▁it ▁is ▁critical ▁to ▁take ▁the ▁client ▁through ▁the ▁process ▁with ▁great ▁sens itivity ▁and ▁care . ▁The ▁new ▁company ▁identity ▁and ▁brand ▁should ▁also ▁be ▁launched ▁in ▁a ▁subt le ▁and ▁method ical ▁manner ▁to ▁avoid ▁al ien ating ▁old ▁customers , ▁while ▁aim ing ▁to ▁attract ▁new ▁business ▁prospect s . ▁While ▁there ▁is ▁no ▁magic ▁formula , ▁there ▁is ▁a ▁method ical ▁process ▁that ▁involves ▁careful ▁strategy , ▁memor able ▁visual s ▁and ▁personal ▁interactions , ▁all ▁of ▁which ▁must ▁speak ▁in ▁un ison ▁for ▁a ▁customer ▁to ▁place ▁full ▁trust ▁and ▁invest ▁their ▁emot ions ▁in ▁what ▁is ▁on ▁offer . ▁ ▁Mark eting ▁develop s ▁the ▁aw aren ess ▁and ▁associations ▁in ▁the ▁memory ▁of ▁customers ▁so ▁they ▁know ▁( and ▁are ▁constantly ▁rem ind ed ) ▁which ▁br ands ▁best ▁serve ▁their ▁needs . ▁Once ▁in ▁a ▁lead ▁position , ▁it ▁is ▁market ing , ▁consistent ▁product ▁or ▁service ▁quality