Branding is more than just the name on a product. It encompasses everything your product wants to be, represents or even how the product is appealing. Styles, formatting, even which avenues of distribution all contribute to your overall "brand image". This image permeates all aspects of life when people are in contact with advertising, which is all the time these days.
Branding servers more than just as your products PR, but also as a quality assurance to the wary customer. Most of the time, people wont care what is being offered or added, and go for the impulse buy of a brand they know what to expect from. The "next big thing" is rarely tried and even rarer for a consumer to switch. Typical consumers want that peace of mind of what to expect from the product they buy.
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