Face as a symbol

2 and a half kms from IIM Indore, there is a small 24 hour shop for Poha ( an Indian breakfast) and tea. In our first year we used to go there almost three times a week for the same.

The face of chachaji who waited on us was the symbol of quality of poha. All of us liked the taste and we used to visit the gumti often. Once he went to his village and probably his other family members ( brother or nephew probably) started running the gumti. Now when we go there, the feel of the taste is different. We don't find it that appealing and we have stopped visiting the place.

So, probably "Branding" is creating that symbol around the product or service which gives an assurance of quality and thereby provides satisfaction of products and services and they leave consumer without a trace of doubt. Once that symbol is removed, the derived value from the product no longer remains the same