A. I. At the time that a brand concept is being created, it still has little or no brand equity. Do you believe that having a well thought-out branding process will already give it some equity even before the first sale? Il. You have brand name that is registered under a particular NICE class. Another company registers the same brand name, but under a different NICE Class. Will this affect brand's equity? What factors do you think would be important to consider in this situation? Ill. Is service experience a part of the brand identity? If so, where will this fall under the brand development steps? If not, how do you link or ensure that service quality is tired closely to the brand objectives