Brand consulting defines positioning statement, target consumers/buyers, key brand benefits, brand personality, packaging design stance, appropriate graphics, product naming and other core competencies. The brand is the personality that identifies a product. Brand consulting manages the physical representation and consistent application of brand identity across visual identity carriers. This can include signage, uniforms, liveries, interior design and branded merchandise. Brand implementation encompasses facets of architecture, product design, industrial design, quantity surveying, engineering, procurement, project management and retail design. Careful brand management seeks to make the product or services relevant to the target audience. Brands are more than the difference between the actual cost of a product and its selling price - they represent the sum of all valuable qualities of a product to the consumer. There are many intangibles involved in business, intangibles left wholly from the income statement and balance sheet to determine a business's worth. The learned skill of a knowledge worker, the type of mental working, the type of stitch: all may be without an 'accounting cost' but for those who truly know the product, for it is these people the company should wish to find and keep, the difference is incomparable. A brand widely known in the marketplace acquires brand recognition. When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it achieves brand franchise. One goal in brand recognition is the identification of a brand without the name of the company present. Consumers may look on branding as an important value added aspect of products or services, as it often serves to denote a certain attractive quality or characteristics. From the perspective of brand owners, branded products or services also command higher prices. Where two products resemble each other, but one of the products has no associated branding, people may often select the more expensive branded product the quality of the brand or the reputation of the brand owner.

Emeralds

Emeralds, like all colored gemstones, are graded using four basic parameters – the four Cs of Gemstones: Color, Cut, Clarity and Crystal. The last C, crystal is a synonym that begins with C for transparency or what gemologists call diaphaneity. Before the 20th century, jewelers used the term water as in a gem of the finest water to express the combination of two qualities, color and crystal. Normally, in the grading of colored gemstones, color is by far the most important criterion. However, in the grading of emerald, crystal considered a close second. Both are necessary conditions. A fine emerald must possess not only a pure verdant green hue as described below, but also a high degree of transparency considered a top gem. In the 1960s, the American jewelry industry changed the definition of emerald to include the green vanadium-bearing beryl as emerald. As a result, vanadium emeralds purchased as emeralds in the United States recognized as such in the UK and Europe. In America, the distinction between traditional emeralds and the new vanadium kind reflected in the use of terms such as Colombian Emerald. Scientifically speaking, color divided into three components: hue, saturation and tone. Yellow and blue, the hues found adjacent to green on the spectral color wheel, are the normal secondary hues found in emerald. Emeralds occur in hues ranging from yellow-green to blue-green. The primary hue must be green. Only gems that are medium to dark in tone considered emerald. Light-toned gems known by the species name, green beryl. In addition, the hue must be bright (vivid). Gray is the normal saturation modifier or mask found in emerald. A grayish green hue is a dull green. Emerald tends to have numerous inclusions and surface breaking fissures. Emerald graded by eye. Thus, if an emerald has no visible inclusions to the eye it considered flawless. Stones that lack surface breaking fissures are extremely rare and therefore almost all emeralds are treated, oiled, to enhance the apparent clarity. Eye-clean stones of a vivid primary green hue with no more than 15% of any secondary hue or combination of a medium-dark tone command the highest prices.6 This relative crystal non-uniformity makes emeralds more likely than other gemstones to be cut into cabochons, rather than faceted shapes.