Branding has many functions that go beyond its most basic requirement of identification of a product.  Branding when done well frames what consumers can expect from a product and can become an important part of the proposition itself.  While creating a brand experience independent of the product is not always the goal of marketing, creating distinctive brand positioning is needed.

Finding a general positioning, a territory, is often straight forward.  Categories are frequently defined by a limited number benefits and as a result emotional benefits that are an extension of the product offering and a reflection of broad cultural value, for example ‘connecting people’ in telecommunications, ‘enjoying life’ in healthcare, ‘control’ in financial services, ‘achieving your dreams’ in higher education, ‘security’ in insurance, ‘friendly service’ in retail, and ‘natural goodness’ in foods.