The recent developments in years have seen continuous advancement in technology and with this advancement the difference between the products by different organizations have reduced. (Conner, 1992) Moreover the existing differences are now hard to be quantified and measure; now the difference has been shifted to intangible differences. Now a days most of the consumer products have become a kind of commodity. The term ESP (Emotional Selling Proposition) has taken over USP (Unique Selling Proposition). Organizations can now manipulate customers emotionally. Their lies an emotional bonding between customers and associated Brand. This emotional bonding is a powerful tool that helps organizations for brand differentiation. The benefit of branding involves commanding a favorable position in mind of customers, different from competitors. The ultimate objectives of branding can be explained by taking the example of YUM Brand.
- To be a Market Leader.
YUM has established itself as powerful brand as they wanted to be market leader. The foremost requirement for that is to reduce or eliminate competition. In the absence of competition it is easy to develop the customers liking towards the product, especially in food industry. If a product is good and is able to offer some central benefit then it will have a good impression on the minds of customers. That is the time to capitalize the benefit of Branding.
- To Retain Loyal Customers.
One of the central benefits of Branding is that it helps in retaining the loyal customers. Loyal customers do not change the Brand easily, for example it is highly probable that a loyal customer of Pizza Hut will also visit Taco Bell. It is the responsibility of the parent brand, here YUM brand, to increase the awareness about all its sub brands. Loyal customers do not shift to other brands unless they themselves found something negative about the product they are using.
- To raise the entry barriers.
One other objective that Branding can achieve is to increase the barriers to entry and any industry is no more lucrative if entry costs are high, then only big players can enter into the market. It helps in reducing the competition in indirect way. If the sector is not much attracted then organization can try to establish itself as a market leader.
However it is not easy to build upon the established brand. With positive people also relate negative aspects to the Brand and the organization. Whenever anything goes out of way, be it small or big, it is the Brand that has to take the blame. In this case organization reputation and Bran image are always the victim. It is to be kept in mind that most of the decisions about brands are taken not by brand managers or other top-level executives but by local community who uses that product associated with brand.
在近几年的发展已经看到这种进步，技术和不同组织的产品差异减少不断进步。（康纳，1992）同时存在的差异现在难以量化和测量的差异；现在已经转移到无形的差异。现在大多数的消费产品也成为一种商品。长期的ESP（情感销售主张）接管了USP（独特的销售主张）。组织现在可以处理客户情绪。他们的谎言与客户相关的品牌之间的情感连结。这种情感的结合是一个功能强大的工具，有助于品牌分化组织。品牌的好处包括指挥在顾客心中一个有利的位置，不同于竞争对手。该品牌的最终目标可以以百胜品牌为例。
1是市场的领导者。
百胜集团已经建立了强大的品牌，他们想成为市场的领导者。最重要的要求是减少或消除竞争。在竞争很容易开发客户喜欢的产品缺乏，特别是在食品工业。如果产品是好的，是能够提供一些核心利益就在客户心中留下一个好印象。是时候利用品牌效益。
2保留忠诚的顾客。
一个品牌的中央的好处是，它有助于保持忠诚的客户。忠诚的顾客，不要轻易改变品牌，例如是极有可能的是，必胜客的忠实客户还将访问塔可钟。这是母品牌的责任，在这里，百胜品牌，增加了它所有的子品牌意识。忠诚的顾客不转移到其他品牌，除非他们自己对他们的产品用消极的东西。
3提高进入壁垒。
另一个目的，品牌可以实现是提高进入的门槛，如果进入成本很高，任何一个行业都是没有更多的利润，那么只有大玩家可以进入市场。它有助于减少间接方式的竞争。如果部门不多吸引然后组织可以尝试建立本身作为市场的领导者。
然而，这是不容易的建立在品牌。积极的人还与消极方面的品牌和组织。什么时候去的出路，或大或小，它是要承担责任的品牌。在这种情况下，组织的声誉和品牌形象一直是受害者。要记住，大多数的决定品牌不是采取品牌经理或其他高层管理人员还是由当地社区的人使用该产品与品牌。
