At the heart of a great business is a first class product or service and every business wants to be a customer’s ‘first choice’. Building and managing a brand can play a large part in making this happen and if you want to strengthen and manage the perceptions of your business, then a strong brand is needed. Good branding elevates and differentiates your like-for-like products or services and gives your customers reason to choose you over your competitors.
In short, better perceptions outsell other products,
For example the famous Coke/Pepsi blind taste test. In blind tastings Pepsi tends to have a slight advantage, but take the blindfold off and Coke nearly always wins.