This chapter examines the interrelationship between a product and its brand, and posits that the product itself can be an integral element of the marketing communications mix. The product represents the “push”; that which is going to market and is pushed into the distribution channel, while the brand is the “pull”; that which creates the consumer interest. The successful product developer must first develop a thorough understanding of the target audience's expectations for the product - in the context of the category, and in the context of the consumer memory and meaning of the brand. In general, brands create meaning in four major aspects: functional, situational, symbolic, and price and quality. As frames of reference, brands help to define the competitive set. Many other approaches uncover what a brand means and establish clear goals for the product development efforts so that these efforts best align with the intrinsic brand meaning.