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Branding has become very influential for organizations to communicate to its customers in today's competitive world. Having the intention of intensifying the understanding the main reasons that formulate creating and sustaining strong, successful brands a qualitative and quantitative research is conducted in this book. It is based on different models relating to brand image, brand equity, brand orientation, service branding model and others which relates and helps in understanding the process of building and maintaining strong brands with the following case study of McDonald's in UK which is famous for its fast food and a leading company in fast food industry.