Apple. Microsoft. Coca-Cola. The mere mention of each of these companies brings to mind a specific, unique and lasting set of impressions. Topping Forbes Magazine’s 2012 list of the world’s most powerful brands, these industry giants are known for the products and services they provide, and heralded for their ability to evolve and innovate. However, Apple, Microsoft and Coca-Cola can each attribute their prominent household name status to one critical factor: the establishment of a consistent brand identity.