Branding carries many important qualities, McKenna said.
"For many companies, it cuts through the clutter," said McKenna. "There are 2,000 products a month coming onto the market. There are too many products for too few customers. And seventy percent of families are two income families, which means most of them have no time, making brand names and identification with those brands all the more important."

"Perhaps the key vale of branding is it reduces customer acquisition costs by cutting through the clutter and differentiating them from the competition," McKenna said.

Branding also:

• Stabilizes the customer base
  
• Encourages repeat customer purchases
  
• Reduces customer defections
  
• Improves a company's return on equity
  
• Speeds up customer acquisition
  
• Raises the share price of public companies
  
• Can move the needle of price/earning ratios
  
• Can motivate employees
  

[http://www.imakenews.com/techyvent /e_article000071977.cfm]