THE BENEFITS OF BRANDING Put simply, a brand is a name or logo that helps a consumer what to buy. In business to business commodities such as steel, that name might just differentiate one business from another – after all steel is pretty much the same wherever you buy it; price is the only discriminator. However, in consumer products, that name or logo should be a psychological symbolisation of how people think about that particular business or product. The best brands create a special relationship with customers, based on intangible qualities that evoke strong emotional responses. In...