Branding is EXCESSIVELY necessary. Especially in the US where everyone is trying to live the Amerian Dream.

With that said, everyday, hundreds, perhaps thousands of companies and/or products are launched. How will you know one from another? Again, I have said time and time again, it's not about the quality of the product or whose first. Those mean nothing without branding. It's all about gaining mindshare.

With branding, you look to position yourself as the NUMBER 1 choice in someone's mind when they are seeking a certain product and/or service.

For example, I REALLY think McDonald's not quite good, with an exception of their fries. But, they have EFFECTIVELY branded themselves, their logo, their packaging and so on to the children market. Kids automatically want McDonald's, regardless of the options available to them. McDonald's gained mindshare in their minds, despite the MANY direct (burger joints) and indirect (other fastfood joints, food at home, restaurants, etc.) competitors (options) out there.

Branding is VITAL to the health of business.Without Branding Agency, all products within a category would just be commodity products, and marketers would not be able to charge premium prices for their brands. branding is ALWAYS paramount. Hence, mcdonalds around the world. It certainly isn't their exquisite food that did it.