Why Do Companies Develop Core Products into Brands

Most companies now recognize that brands are powerful marketing assets. As the world becomes increasingly complex, brands serve as familiar beacons of trust to consumers, and make their buying decisions much simpler.

Branding is the process of creating distinctive and durable perceptions in the minds of consumers. A brand is a persistent, unique business identity intertwined with associations of personality, quality, origin, liking and more. Techniques of branding include association of a company with logos, distinctive colors, slogans, musical sounds or songs, unusual qualities, mascots, packaging, a memorable name, behavioral hallmarks and much more. (Yudkin, 1999)

Companies developed their core products into brands because it build a strong corporate or company image that can be extended to future products. A brand name makes it easier to identify and describe the core selling points of a product. It also provides a distinguishing symbol (name and logo) that customers can remember. (Developing a brand (or not), 2006)