Branding helps a firm in distinguishing its products from that of its competitors. This helps the firm to secure and control the market for its products. If products were sold by generic names, it would be very difficult for marketers to distinguish their products from their competitors. Thus, most marketers give a name to their product, which helps in identifying and distinguishing their products from their competitors’ products. This process of giving a name or a sign or a symbol etc to a product is called Branding.
