Dear Rahat,
A google search using the key words from your query led me to Google where I found some good explanations at http://www.auburn.edu/~johnsrd/4160/...20Branding.pdf , http://gallup.com<link updated to site home> and many more.
So, it pays to search the web and the post our understanding and then seek help to clear any deficiencies.
Have a nice day.
Simhan
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