Branding helps the retailer to 'push' the customer into sales. For example, if the customer is not confident about the quality of the fabric, he may hesitate to buy the apparel. He will assume it is risky to buy the product. On the contrary, if the garment has a label mentioning a renowned brand name, it gives confidence to the consumer and makes him to believe that he is buying a quality product. Here, the brand name speaks the goodwill the company has created over the years, and motivates the consumer to take the purchase decision. Branding highlights the positive features of the product and displays it 'Out of the Box' in the consumer's eyes, thus encouraging him to buy.

 

Our society contributes to some facts about every product over the years. During the course of time, these facts make the image of a product, thus building a strong brand. 'Brand' does not essentially mean a logo or a name, it's the confidence, the consumer has in the company and its product.

 

References:

 

1. "Building Brand Identity: A Strategy for Success in a Hostile Marketplace", Lynn B. Upshaw,
2. http://www.brandbuilding.com
3. http://www.va-interactive.com
4. http://www.expresstextile.com
5. http://www.brandingasia.com