Brand consulting defines positioning statement, target consumers/buyers, key brand benefits, brand personality, packaging design stance, appropriate graphics, product naming and other core competencies. The brand is the personality that identifies a product. Brand consulting manages the physical representation and consistent application of brand identity across visual identity carriers. This can include signage, uniforms, liveries, interior design and branded merchandise. Brand implementation encompasses facets of architecture, product design, industrial design, quantity surveying, engineering, procurement, project management and retail design. Careful brand management seeks to make the product or services relevant to the target audience. Brands are more than the difference between the actual cost of a product and its selling price - they represent the sum of all valuable qualities of a product to the consumer. There are many intangibles involved in business, intangibles left wholly from the income statement and balance sheet to determine a business's worth. The learned skill of a knowledge worker, the type of mental working, the type of stitch: all may be without an 'accounting cost' but for those who truly know the product, for it is these people the company should wish to find and keep, the difference is incomparable. A brand widely known in the marketplace acquires brand recognition. When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it achieves brand franchise. One goal in brand recognition is the identification of a brand without the name of the company present. Consumers may look on branding as an important value added aspect of products or services, as it often serves to denote a certain attractive quality or characteristics. From the perspective of brand owners, branded products or services also command higher prices. Where two products resemble each other, but one of the products has no associated branding, people may often select the more expensive branded product the quality of the brand or the reputation of the brand owner.

Luxury SUV

A luxury SUV is a North American term for sport utility vehicles which have features that resemble other luxury vehicles. They are relatively expensive and have a higher emphasis and premium on comfort, quality, style and engineering, than their mainstream counterparts. Even though luxury SUVs do not necessarily feature more comfort or a higher quality than sedans, they tend to be more expensive than luxury sedans. The top-of-the-line SUVs of American and Japanese luxury car makers out price their flagship sedans. The flagship SUV Cadillac Escalade is a luxury SUV. In European automakers, where the flagship sedans are still priced above the top-of-the-line SUV. Mid-level luxury SUVs feature base MSRP's ranging approximately between $40K to $80K. Vehicles in this category include: Audi Q7, Porsche Cayenne S, Acura MDX, Cadillac Escalade, Volkswagen Touareg, Mercedes-Benz M-Class, Mercedes-Benz GL-Class, Volvo XC90, Saab 9-7X, Lincoln Navigator, Land Rover LR3, Land Rover Range Rover Sport, Lexus GX, Lexus RX 400h, BMW X5, Infiniti QX56, Toyota Land Cruiser, Toyota Prado and Infiniti FX. High-end luxury SUVs. Vehicles in this category include: Mercedes-Benz G-Class, Lexus LX, Porsche Cayenne Turbo, and Land Rover Range Rover.