Branding is used to develop the image or reputation of a business, which conveys a message of consistency and quality in a company's offerings. Customers who desire quality typically prefer to buy premiums brand names because branding communicates a compelling value.
Branding enables a company to identify particular traits that it wants targeted customers to associate with its products. Some companies use branding to project an image of luxury of sophistication, for instance, which attracts high-paying customers interested in these benefits. The global economy and access to online businesses has escalated the importance of a credible branding. Brands connect consumer psychology with quality products.