Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers. Branding is important to customers because the customer knows that the company they are buying from if there were two phones at the same price and the same product but one was Apple and the other was an unknown company, people would buy the apple because it's Apple and they have proven that their products are of high quality. Also people would buy from Tesco because their brand is that the groceries are cheap and high quality. Apple has built its own brand and position. When people buy an Apple product, they know that the product will be of high quality, this is the message Apple is trying to convey. One of the ways they've done this is by training staff to present a specific image, so when you go to an Apple store you'll see staff carrying iPads and other Apple devices. Tesco has built its brand and position to have the best products under its own brand. They made this purchase by creating more Tesco brands. Brand extension is a common method of launching a new product using an existing brand on a new product in a different category. Apple uses brand extensions because Apple has launched many products under the same "apple" brand. I use Tesco