Branding strategy is more than meeting functional needs

“Main purpose of branding is to get more people to buy more stuff for more years at a higher price.”

Marty Neumeier, author “The Brand Gap”

The purpose of branding is to become the name people think of immediately when they want what you sell.In the beginning, brands differentiated between products and services. Today they meet aspirational needs as well functional requirements. Brands are a means of means of self expression. They are a mirror, a status symbol, they reflect our dreams and embody our values.