A brand is a collection of experiences and associations connected with a service, a person or any other entity. Brands have become increasingly important components of culture and the economy, now being described as "cultural accessories and personal philosophies" We at Criti believe that "A great brand raises the bar and adds a greater sense of purpose to the experience, whether it’s the challenge to do your best in sports and fitness, or the affirmation that the cup of coffee you’re drinking really matters." – Howard Schultz (President, CEO and chairman of Starbucks) Criti offers consulting services on variety of Branding approaches such as

• Company name
• Individual branding
• Attitude branding
• "No–brand" branding
• Derived brands
• Brand extension
• Multi–brands
• Own brands and generics