Effective branding can help your product stand out against competitors. This is particularly important in competitive markets. Experience shows that customers expect to pay more for a branded product than for unbranded products. Would you expect to pay the same for a can of a supermarket's own lemonade as you would for a brand you recognise? You can apply your brand to your whole range of products or services. This will allow consumers to associate each product in your range with a consistent Set of values. Also, if you want to extend your product range, consumers perception of the new offering will be enhanced by your existing brand. By consistently applying your brand attributes your business can move into new market sectors without changing your core brand identity.