Humans usually consume products and services that in accordance with their lifestyle, characteristics, preference, experience and personality. Many branding categories are based upon the concept of “fitness” between brand and the aforementioned human traits. Furthermore, the evolution of branding can be seen trying to fit the variance of generation characteristics so that brand remain relevant regardless of the generation gap. In the service industry, high degree of human interaction has opened the door to marketers to introduce several brand categories. Brand acts as a competitive weapon to differentiate services offered by the player in the service industry especially when the market is saturated with high quality products and services.