In the case of beverages, it is got to deal with a host of factors. In the modern times, it is simply not only about the taste of the drink but it is about the visual appeal of the packaging, the emotional connect with the drink and other intangible factors (Peñaloza, Toulouse and Visconti, 2013). In the past few years, owing to the development of the digital communication there is a complete transformation of the balance of control. In this paradigm the consumer wishes have gained popularity. The consumers are found to give continual updating about the product and the product quality. The consumers also have a host of other reviews to make a judgment call about a product. The brand should have the ability to respond to the ways in which they are perceived. The company should be able to work on its areas of strength and address the vulnerabilities of the brand. They should listen to the requirements of the consumers and be open to change. There are a number of online portals such as social media tools and websites that are dedicated to posting opinions about a brand (Czinkota and Ronkainen, 2013). This peer reviewed brand image is also an important factor that needs to be contended while creation of the brand management.