The benefits of branding

The consumer
Easier product identification
Communicates features and benefits
Helps products evaluation
Establishes product’s position in the market
Reduces risk in purchasing
The manufacturer
Helps creates loyalty
Defends against competition
Creates differential advantage
Allows premium pricing
Helps targeting/positioning
Increases power over retailer
The retailer
Benefits from brand marketing support
Attracts customer
Helps differentiate the product from competitors