Reasons for branding:
(i) Memory recall is facilitated. This leads to greater frequency of buying and brand loyalty.
(ii) Advertising can be directed more efficiently and linked with other communication programmes.
(iii) Branding leads to a more ready acceptance of a product by wholesalers and retailers
(iv) Self-selection is facilitated. This is very important in self service stores.
(v) Display space is more easily obtained and special
(vi) The amount of personal persuasive selling effort may be reduced
(vii) Branding makes market segmentation easier. Different brands of similar products may be developed to meet specific categories of users.
(viii) The importance of price differentials may be diminished.
