Brands are a vital and positive force for consumers in today’s marketplace. They provide choice and diversity, while inspiring confidence that the product will deliver consistent quality and value. Brands take away the risks of buying an unknown product. They also bring constant improvements and revolutionary new products to market, all designed to make a real difference to everyday lives. Because a strong reputation lies at the heart of every successful brand, brands are directly accountable to consumers, both in terms of product quality and the conditions under which it is made.