Brand marketing is important to nearly every business because it represents a company’s markets identity. It displays to the buyer who they are, what they do, what kind of quality of products they provide, and their reputation for trustworthiness. It is rather significant in the world of marketing because the brand influences many decisions of the customer. It is the most effective for the development of the customer to repeat business. This is due to the fact that any customer’s perception of a brand is going to be largely created due to previous experiences with that brand. The company’s brand represents instant standards of that company for the customer, and once they are familiar, they can expect a certain level of standard. For example, a parent going to the movies will assume that a Disney movie is going to be family-friendly, or a coffee customer knows that a coffee from Starbucks will taste (relatively) the same every time they go to buy one.

Another reason a brand is so important is because it is the most sustainable competitive advantage. According to Aswath Damodaran, professor of finance at New York University's Stern School of Business, a brand's value is simply about the extent to which it can sell its goods and services at a premium price. For example, Coca-Cola’s branding accounts for 80% of its market value, and is still going strong. Damodaran suggests that in order to keep this competitive advantage, you must preserve the illusion. When you mess with the illusion, you mess with how the brand is perceived. To use Coca-Cola again as an example, when they came out with the “New Coke” campaign in the 1980’s, they changed the entire formula based on market research to better suit their customers. However, the change proved to be disastrous as people did not accept the “new coke”. As a result, they returned back to the old formula, calling