Yeah, Turk...back off.
Evan...in today's context, it's all about "branding"
Branding allows a company to differentiate themselves from the competition and, in the process, to bond with their customers to create loyalty. So a position is created in the marketplace that is much more difficult for the competition to poach. A satisfied customer may leave. But a loyal one is much less likely to.
Tons of tissues on the shelf at the market, but there is only one
Kleenex.