Ye! It's next to impossible to sustain in this competitive market without branding your company & product/services. Because today we don't find anything like monopoly kind of market. The market is open to everyone, Day's when customers where completely illiterate about the products has vanished. Today everyone knows everything with the help of Google,Bing,etc. So, the only option left with you as a seller/manufacturer is to maintain the best quality & price. But simply maintaining quality & price won't help you initially, this things will help you to sustain you customer in long run. But initially to attract the customer towards your product is the most tuff job for any company/firm. This needs many factors among which branding is one of the most important factor. Once you are successful representing yourself as a reputed brand, 50% of the job is done. Because a brand creates an impression & faith on you and your products in the market. Customers feel more safe choosing your product, because they think that anyone won't spoil the image of their brand for a single product. And this logic of customer is the main chaises to the companies. For example: Say if two companies are launching a new product in the market at same time with all other factors same, but one is a reputed brand say like SONY or NOKIA and the other is a new company not familiar in the market. Even if the quality of the new company is better than this well known brands, it's obvious that anyone will go for the well known brand initially.
A solely owned blog of RK Iyer with an intention to represent my thoughts & experience