Brands can be defined in two ways. Firstly, a brand can be identification or a mark, that differentiates one business from another. Secondly, a brand symbolizes how people think about your business. With CSS Group’s aggressive expansion plans to various regions in the world, it is important for all the units to maintain a certain corporate identity to reflect a global image. This calls for continuous branding activities for the Groups marketing depart ment. Recently CSS Middle East underwent a brand building exercise to continually enha nce the corporate image. An Indian based company, Twin Info Solutions Pvt. Ltd has assisted in the brand revamping exercise. According to Amith Surya Horra, Assistant Marketing Manager CSS Group, “CSS Group’s branding is a continuous cycle that is crucial for staying competitive in an ever growing industry. It is vital to constantly build on CSS’ image as it creates a consistency amongst the groups overall representation. Marketing enables a valued client to trust the