This contrast in the perspective towards the intention of marketing in terms of welfare orientation of the consumers has created an identity crisis for marketing as a discipline. It is juggling between two primary approaches. The first one takes marketing as a philosophy that is conscious of the business environment and is a means for an organization to develop differentiation and a competitive edge in the market place. The second approach which talks about marketing as a function highlights the multiple tasks of marketing from the development of products and services, the pricing, promotion, distribution, image etc. brand management is an indispensable component of marketing as a discipline. It s indeed a persuasive vocation and in the effort to persuade consumers for consumption it tries to manipulate and bring in the forefront and fabricated and untrue version of the promoted product or service.